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Campaign ME
7 days ago
- Entertainment
- Campaign ME
How Sony adapted a global audio campaign for the Middle East
Global creative platforms are powerful, but in the Middle East, campaigns resonate most when they feel built for the market. Sony's launch of the WH‑1000XM6 headphones shows how a premium audio brand can take a global idea, apply it across diverse cultures, and create region‑specific experiences without losing its creative centre. Koji Sekiguchi, Head of Marketing for Sony Middle East and Africa, shares how the brand adapted its latest audio launch to the region – from localisation and influencer alignment to segment‑focused messaging and market rollout. Globally, the WH‑1000XM6 headphones sit under the Sony audio division – For The Music – which US artist Post Malone is the face of. Known for his cross‑genre sound and direct connection to fans, he also collaborated on campaign content. 'Post Malone was selected for his authenticity, creativity, and deep connection to music,' says Sekiguchi. 'His influence and genre-defying style align with the WH-1000XM6's promise of immersive audio experiences. His involvement in the campaign, including co-creating ads, showcases how Sony's audio technology brings fans closer to the music, embodying the essence of For The Music campaign. View this post on Instagram A post shared by Sony Middle East and Africa (@sonymea) In the Middle East, this creative foundation was used as a starting point. 'Creative assets and messaging were adapted to reflect regional preferences, including language, cultural nuances, and aesthetic choices,' Sekiguchi says. 'It's important that people feel a campaign speaks directly to them, even if the core idea is global.' Localising experiences Sony's 1000X series has established a strong presence in the Middle East's premium audio segment by focusing on three key pillars: innovation, quality, and emotional connection. With the release of the WH-1000XM6, the brand builds on that foundation, introducing improved noise cancellation, refined sound performance, and user-focused features. 'At Sony, our focus has always been to meet the needs of our customers especially in the audio and content creation segment,' says Sekiguchi. The launch in Dubai was designed as a premium, interactive event. 'The launch event brought together a curated guest list of tech, lifestyle, and audio enthusiasts for an exclusive hands-on experience and featured dedicated demo zones that highlighted the WH-1000XM6's industry-leading noise cancellation and adaptive sound technology,' says Sekiguchi. Midway through the evening, attendees connected their headphones to a dedicated app streaming music created for the launch. The live performers on stage played a backing track that could not be heard through the headphones – a deliberate way to showcase the product's ability to isolate sound in busy or noisy environments. Influencers played a central role in the regional rollout. 'We collaborated with relevant local influencers whose profiles align with our brand values and resonate with our target audience to amplify our messaging across digital and social platforms,' says Sekiguchi. This approach supports a multi‑segment audience strategy. 'Audiophiles are drawn to Sony's offerings of superior sound fidelity and industry‑leading noise cancellation, which deliver the immersive listening experience they crave,' says Sekiguchi. 'Meanwhile, commuters appreciate the comfort, noise cancellation, and the ability to escape the hustle and bustle during their daily travel and remote work.' For Sekiguchi, versatility is a key driver. 'The product was designed with versatility in mind, making it suitable for various lifestyles and preferences, allowing it to seamlessly integrate into different daily routines, from on‑the‑go listening to focused work or study environments.' The headphones campaign covers the Sony's network in the GCC, Levant, Africa and Central Asia. 'All our initiatives are strategically positioned to cater to diverse markets, each with its own unique consumer preferences and technological demands,' Sekiguchi says. The media approach included region‑specific adaptation of campaign assets and messaging. 'Localised content helped ensure stronger engagement and greater authenticity, while region‑specific media channels were leveraged to maximise reach,' Sekiguchi explains. Measuring the launch In the early phase, the campaign focused on awareness. 'This was driven through a targeted influencer campaign featuring regionally relevant creators, which helped amplify visibility across social platforms and build early buzz around the product,' says Sekiguchi. 'Simultaneously, a strategic pre-booking window was launched, serving as an important indicator of consumer interest and intent to purchase.' 'The response during this phase provided strong initial momentum and valuable insights into demand,' he says. But Sekiguchi adds that the impact of the launch will be judged on more than sales. 'Ultimately our goal is to ensure the products we bring to market deliver on value, benefit expectations, and premium quality of lifestyle – meeting the expectations of both new customers and loyal Sony fans in the region.'
USA Today
13-06-2025
- Entertainment
- USA Today
Post Malone on going country and what's next: 'I make what makes me happy'
Post Malone on going country and what's next: 'I make what makes me happy' Show Caption Hide Caption Travis Tritt talks Post Malone's passion for Country music on Opry 100 red carpet Travis Tritt talks Post Malone's passion for Country music on Opry 100 red carpet A crop of musicians has gone country recently, from Tate McRae's chart-topping collaboration with Morgan Wallen on "What I Want" to Beyoncé's Grammy album of the year winner "Cowboy Carter." But perhaps none has been more fully embraced by the genre's fans and surrounding industry than Post Malone. Already a musical chameleon – with No. 1 hits in hip-hop, pop and rock – Malone went all-in on country with his sixth album, "F-1 Trillion." The 2024 release topped both the all-genre Billboard 200 and Top Country charts, earned him a Coachella headlining spot and sparked his most ambitious tour yet, the Big Ass Stadium Tour with Jelly Roll. "I want to make sure I do things with respect. I feel honored that everyone has been accepting and patient with me," Malone tells the Tennessean, part of the USA TODAY Network, in support of Sony's "For The Music" campaign. Post Malone setlist: All the songs he and Jelly Roll played on the Big Ass Stadium Tour Post Malone: Chart-topper and collaborator Malone has a long history of working well with others. Eleven of the 14 songs he's landed on Billboard's Top 10 were collaborations, including "Rockstar" featuring 21 Savage in 2017, "Take What You Want" with Ozzy Osbourne and Travis Scott in 2019, and "Fortnight" with Taylor Swift in 2024. He's also partnered with brands including Bud Light, Crocs, Oreo and Doritos. In his campaign with Sony's For The Music, he's promoting products including noise-canceling headphones and wireless speakers, along with the idea that the combination of music, technology and creativity leads to a greater connection between fans and artists. "I've always just tried to make music that's true to who I am — no matter," Malone says. "I make what makes me happy. So to be part of something that celebrates artists for doing their own thing and pushing boundaries, that feels really special." What's next for Post Malone? Malone doesn't have plans to leave country music anytime soon. He revealed to Billboard in April he's already working on his seventh album and has made trips to Nashville to record. Acclaimed country guitarist Derek Wells, who has worked with Malone while recording and playing live, has high praise for Malone and teases what to expect on the upcoming project. Review: Post Malone fires up first stadium tour with trusty accomplice Jelly Roll "Performing country music is an entirely different discipline and requires an entirely different vocal delivery from working in pop," Wells says. "Moving away from having his voice saturated with vocal effects and treatments has him really working, especially onstage, to deliver a quality show every night. "There's also more fiddle, pedal steel, guitar solos. Where we started as two feet over the line into traditional country on 'F-1 Trillion' has turned into head, chest, shoulders and feet across the line on where we're headed with the next batch of songs." Contributing: Marcus Dowling, The Tennessean
