Sony enlists Midnight Juggernauts to promote new headphones

Sony has commissioned a Melbourne-based electro outfit to record a song to promote the electronic company’s new headphones.

Enlisting musicians The Midnight Juggernauts, Sony commissioned the re-recording of the band’s 2009 track This New Technology, now called This Newer Technology.

To promote Sony’s XBA-4 headphones, the concept was conceived by Vice Australia, working with agency Euro RSCG, following on from previous work on Sony’s digital camera, the NEX-5N.

The final track is available for download.

Accompanying the song, is a short documentary on the project that details the re-recording process of the band and sound engineer Byron Scullin visit an underground cave to record interesting sounds and highlight the headphone’s quality.

The content will be held on an XBA-4 microsite pushed out through’s media channels as well as music and tech sites, online PR and point of sale.



Sign up to our free daily update to get the latest in media and marketing