Kakao Entertainment and Sony Corporation Announce Partnership for 360 Reality Audio

• The two companies will proceed with various business collaborations utilizing Sony’s immersive audio experience, 360 Reality Audio.
• The first project will provide K-pop fans worldwide with an immersive and three-dimensional audio experience through a special stage at one of Korea’s leading music awards, MMA 2025, which will be streamed online.

Kakao Entertainment and Sony Corporation announced that they have signed a partnership to pursue business collaborations utilizing Sony’s immersive audio experience, 360 Reality Audio. Based on this partnership, the two companies plan to discuss various collaborations, including content production utilizing 360 Reality Audio.

360 Reality Audio is an immersive experience using Sony’s object-based 360 Spatial Sound technology. Each sound -whether it’s vocals, instruments, sound effects, or voices- can be placed in a 360 spherical sound field with location data. This allows listeners to experience an immersive, three-dimensional sound field as intended by the artists and creators.

Kakao Entertainment operates a multi-label system for planning, producing, and distributing music IP, and runs entertainment IP-based services such as Melon, Korea’s leading music streaming service, and Berriz, a global K-culture fan platform.

As the first project of this partnership, the two companies will utilize 360 Reality Audio for a special stage at ’the 17th Melon Music Awards (MMA 2025)’, to be held at Gocheok Sky Dome in Seoul on Saturday, December 20th at 5 pm. The special stage will be streamed online, allowing viewers to experience an immersive 360-degree spherical sound field, making them feel as if they are actually at the venue. Both companies encourage fans to look forward to seeing which artist will collaborate with Sony’s innovative technology to create a special stage at MMA2025. The aim of collaboration is to deliver a more immersive and moving experience to K-pop fans watching the live stream on various platforms worldwide.

“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" said Sony Corporation.

Kakao Entertainment commented "Starting with MMA2025, we plan to explore various collaborative opportunities to create global synergy using Sony’s innovative technology.“

MMA 2025 is the one of the largest K-pop music awards shows, announcing artists’ achievements over the past year to the world based on objective data from Melon, Korea’s leading music platform, user votes, and expert evaluations. MMA is renowned for its creative stage productions, delivering legendary performances each year that receive high praise from fans.