SONY TAKES WRAPS OFF SECRET UNREAL ENGINE PROJECT, UNVEILS NEW SUBSIDIARY: SONY IMMERSIVE MUSIC STUDIOS
Sony Corporation of America has announced a new subsidiary called Sony Immersive Music Studios, which is focused on “developing immersive music experiences through the power of creativity and technology”.
The division is led by digital entertainment veteran Brad Spahr, who according to Sony is “an award-winning developer of next-generation experiences at the intersection of music, immersive reality, and gaming”.
The first project from the new Los Angeles-based Sony Immersive Music Studios division was unveiled exclusively at the virtual edition of CES 2021 technology conference this week: a “groundbreaking” virtual performance from Epic Records-signed singer songwriter Madison Beer in partnership with Verizon, to showcase songs from her debut album, Life Support.
Performing as “an ultra-realistic virtual avatar”, Sony claims that Beer’s performance was “powered by cutting-edge innovations in real-time 3D creation technology”.
