Kakao Entertainment Partners With Sony

Kakao Entertainment and Sony Corporation have announced a strategic partnership to explore business collaborations using Sony’s immersive audio technology, 360 Reality Audio.

The partnership will focus on content production that leverages the technology to provide fans with an enhanced listening experience.

360 Reality Audio uses Sony's object-based 360 Spatial Sound technology, allowing each sound element—vocals, instruments, effects, or voices—to be placed in a 360-degree spherical sound field. This creates an immersive, three-dimensional audio experience as intended by the artists and creators.

Kakao Entertainment, which operates a multi-label system for music IP production and distribution, also runs popular entertainment services such as Melon, Korea’s leading music streaming platform, and Berriz, a global K-culture fan community.

The first project under the partnership will be a special stage at the 17th Melon Music Awards (MMA 2025), scheduled for Saturday, December 20th, at 5 pm at Gocheok Sky Dome in Seoul. The performance will be streamed online, allowing viewers to experience a fully immersive 360-degree sound field, giving fans the sensation of being at the venue in person. The companies have teased that fans can look forward to seeing which artist will collaborate with Sony’s technology to create this unique stage.

Sony Corporation said: "We expect that K-pop fans around the world will be able to enjoy a more immersive and multidimensional experience through Sony's 360 Reality Audio."

Kakao Entertainment added: "Starting with MMA2025, we plan to explore various collaborative opportunities to create global synergy using Sony's innovative technology."

The partnership aims to enhance K-pop fans’ experience worldwide and demonstrates the growing integration of advanced audio technologies in live music events.

www.sony.co.jp/en/