Sony has announced the launch of a new brand campaign to deliver the latest music experiences to fans called Lost in Music.

Collaborating with Grammy Award winning duo The Chainsmokers along with other emerging artists, the company will utilise a combination of music and virtual reality (VR) with Sony Interactive Entertainment’s (SIE) PlayStation VR. The Lost in Music campaign began yesterday at a star-studded event at L.A. Hangar Studios in Los Angeles, California. Mixing up immersive theatre, music festival and warehouse rave themes, Canadian DJ and producer, Vanic started the night followed by The Lost Kings and then The Chainsmokers.

Last month The Chainsmokers announced they would be teaming up with Sony to create a VR music video for their latest single, Paris. An exclusive for PlayStation VR, the video will debut at the SXSW Film Festival in Austin, Texas on 15th March before being made publicly available on the PlayStation Store this Spring.

“We are excited to work with The Chainsmokers who just received the 59th Annual Grammy Award for Best Dance Recording on the “Lost in Music” campaign. Sony is always pursuing new ways to move people emotionally, what we call as ‘Kando’ in Japanese. With “Lost in Music,” we aim to create an immersive experience by combining music and virtual reality in a way that only Sony can,” said Kazuo Hirai, President and CEO of Sony Corporation. “Virtual reality has already demonstrated that it can change the way that games are experienced. We wanted to take that one step further and demonstrate a completely new dimension of entertainment. Through VR technology, not only do the fans feel like they are in the music video, they feel like they are part of the performance.”

For any further updates on the campaign, keep reading VRFocus.