Kakao Entertainment and Sony Corporation Form Strategic Partnership to Advance Immersive Audio Experiences Through 360 Reality Audio
Kakao Entertainment and Sony Corporation have officially entered into a strategic partnership aimed at expanding new business opportunities through Sony’s cutting-edge immersive sound technology, 360 Reality Audio. Through this collaboration, the two global entertainment leaders plan to explore a wide range of joint initiatives, including content production and live performance experiences enhanced by next-generation spatial audio.
The partnership brings together Kakao Entertainment’s extensive influence across music, content, and fan platforms with Sony’s long-standing expertise in audio innovation and sound engineering. By combining these strengths, both companies aim to redefine how audiences around the world experience music—moving beyond traditional stereo sound toward fully immersive, multidimensional listening environments.
Unlocking New Possibilities with 360 Reality Audio
At the center of the partnership is Sony’s 360 Reality Audio, an immersive sound technology based on object-oriented spatial audio. Unlike conventional audio formats that position sound on a flat left-to-right plane, 360 Reality Audio allows each individual sound element—such as vocals, instruments, sound effects, and ambient noise—to be placed precisely within a three-dimensional spherical sound field.
Using advanced location data and Sony’s proprietary spatial sound technology, creators can position sounds above, below, in front of, or behind the listener. The result is a highly realistic and enveloping audio experience that reflects the original artistic intent, allowing listeners to feel as though they are physically present within the performance itself.
This technology has already gained global attention across music, film, and live entertainment, and the partnership with Kakao Entertainment signals a major step forward in bringing immersive audio experiences to mainstream K-pop audiences and global fans alike.
Kakao Entertainment’s Expansive Music and IP Ecosystem
Kakao Entertainment operates one of South Korea’s most comprehensive entertainment ecosystems. Through its multi-label system, the company oversees the planning, production, and global distribution of music intellectual property across multiple genres and artist rosters. This structure allows Kakao Entertainment to support both established acts and emerging talent while maintaining creative diversity and operational scale.
Beyond music production, Kakao Entertainment also runs major entertainment IP-based platforms. Among them is Melon, South Korea’s leading music streaming service, which plays a central role in the country’s digital music landscape. Melon not only serves millions of users daily but also provides key data insights that influence chart rankings, award results, and industry trends.
In addition, Kakao Entertainment operates Berriz, a global K-culture fan platform designed to connect artists and fans across borders. Through Berriz, fans can engage with exclusive content, participate in events, and interact with artists in real time, reinforcing Kakao Entertainment’s position as a global hub for K-pop fandom and digital entertainment experiences.
Launching the Partnership at MMA 2025
As the first official project under this new partnership, Kakao Entertainment and Sony Corporation will introduce 360 Reality Audio to a special performance stage at the 17th Melon Music Awards (MMA 2025). The event is scheduled to take place on Saturday, December 20, 2025, at 5:00 p.m. (KST) at the iconic Gocheok Sky Dome in Seoul.
This special stage will showcase how immersive audio technology can transform live music performances, particularly for online audiences. The performance will be streamed globally, enabling viewers to experience a three-dimensional spherical sound environment that closely replicates the sensation of being physically present at the venue.
By integrating 360 Reality Audio into the live-streamed stage, Kakao Entertainment and Sony aim to elevate the emotional impact of the performance. Fans watching from around the world will be able to hear music not just as sound, but as a fully immersive spatial experience—enhancing realism, depth, and emotional connection.
While details regarding the participating artist have not yet been revealed, both companies have encouraged fans to anticipate a groundbreaking collaboration between a K-pop artist and Sony’s innovative audio technology. The special stage is expected to be one of the highlights of MMA 2025, drawing significant attention from fans, industry professionals, and global media.
Redefining the Global K-Pop Live Streaming Experience
The collaboration reflects a broader shift in the music industry, where live-streamed performances are no longer viewed as secondary alternatives to in-person concerts. Instead, they are becoming standalone experiences that demand high production value, advanced technology, and immersive engagement.
By leveraging Sony’s audio expertise, Kakao Entertainment aims to set a new benchmark for online K-pop performances. The integration of spatial audio allows artists to present their music in more expressive and dynamic ways, while fans benefit from a richer and more emotionally resonant experience—regardless of their physical location.
A representative from Sony Corporation commented on the partnership, stating that the company expects global K-pop fans to enjoy “a more immersive and multidimensional listening experience” through the application of 360 Reality Audio. Sony emphasized its commitment to supporting creators and fans by continually evolving how sound is experienced across platforms and environments.
A Long-Term Vision for Global Collaboration
Kakao Entertainment also shared its enthusiasm for the partnership, highlighting that MMA 2025 marks only the beginning of a broader collaborative journey. The company noted that it plans to explore additional opportunities with Sony to create global synergy by combining innovative technology with high-quality entertainment content.
Future collaborations may include expanded content production, immersive album releases, enhanced fan experiences on digital platforms, and new formats that blend live performance with advanced audio technology. Through these initiatives, both companies aim to strengthen the global presence of K-pop while pushing the boundaries of how music is created, distributed, and experienced.
The Significance of the Melon Music Awards
The Melon Music Awards (MMA) is one of South Korea’s most prestigious and influential music award ceremonies. Each year, MMA recognizes outstanding artistic achievements based on a combination of objective streaming data from Melon, fan voting, and evaluations by industry experts.
Known for its innovative stage design and high-quality production, MMA has built a reputation for delivering memorable performances that often become defining moments in K-pop history. Artists frequently debut new concepts, special collaborations, and experimental stages at MMA, making the event a highly anticipated highlight of the global K-pop calendar.
With the introduction of 360 Reality Audio at MMA 2025, Kakao Entertainment and Sony are set to add a new chapter to the awards show’s legacy—one that emphasizes technological innovation alongside artistic excellence.
Shaping the Future of Music Through Technology
The partnership between Kakao Entertainment and Sony Corporation reflects a shared belief that the future of music lies at the intersection of creativity and technology. As audiences increasingly consume content through digital platforms, immersive technologies like spatial audio will play a critical role in shaping next-generation entertainment experiences.
By uniting Kakao Entertainment’s powerful content ecosystem with Sony’s leadership in audio innovation, the two companies are well positioned to influence how music is heard, felt, and remembered by fans around the world. Starting with MMA 2025, their collaboration signals a bold step toward a more immersive, emotionally engaging, and globally connected future for music and live entertainment.
Source Link:https://www.sony.co.jp/en/
