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New Sony Division To Reimagine Music With Unreal Engine

Sony unveiled its secret Unreal Project managed by a new subsidiary, Sony Immersive Music Studios.

Sony Corporation of America revealed they're launching a new subsidiary called Sony Immersive Music Studios, which will be "developing immersive music experiences through the power of creativity and technology".

The new team will be managed by digital entertainment veteran Brad Spahr. Previously, Spahr was responsible for the company’s "digital strategy related to new verticals such as Virtual Reality, Augmented Reality, Blockchain, Artificial Intelligence, and Hi-Res Audio".

The first project from the new Sony Immersive Music Studios division was presented at the virtual edition of CES 2021 conference. The team hosted a virtual performance from Epic Records-signed singer-songwriter Madison Beer in collaboration with Verizon.

The singer was performing as an ultra-realistic virtual avatar, and the performance took place in the digital copy of the Sony Hall concert venue in New York City, created using Epic Games’ Unreal Engine.

Beer’s performance will be available on PlayStation VR and Oculus VR, plus as an immersive 2D experience available on streaming music video channels.

"When we first spoke with the team at Sony Hall and we first spoke with Verizon, 'What if we were to recreate a venue in Unreal Engine? What would that be like? How can we make it as realistic as possible? We actually worked with the venue and got the CAD files; the actual floor plan and dimensions of the venue and were able to go in and reconstruct it in Unreal Engine and then, using reference imagery really go into intricate detail to create the most precise recreation of the venue that we could," said Spahr.

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