Sony

Create. Share. Repeat.

Inspiration is one beat away.

Silhouette of a person with slicked-back hair, sunglasses, and an earring, wearing earbuds against a blue gradient background.

Insight

Authenticity is the greatest storyteller.

Sony is re-shaping its approach to the music category with artist partnerships that elevate its global initiative For The Music. Sony Europe partnered with German Rapper and Musician Apache 207 to engage new audiences seeking premium experiences through the latest generation of audio products that promise to silence the noise.

A person wearing glasses and a dark leather jacket stands against a smooth blue gradient background, looking toward the camera with a serious expression.

Idea

Creativity comes full circle.

For Apache 207, it is hard to escape the noise that follows fame and just as easy to fall into its trap of mediocrity. With a career built away from the limelight, remaining grounded in originality safeguards Apache 207’s creative process.

Serenity with a single touch and a catalyst for endless imagination.

Noise Cancellation transports viewers into dimensions void of distraction but full of purpose. Light acts as a metaphor for growing inspiration and a driving force that reshapes worlds.

A person’s hands holding a glowing smartphone in the dark, with the light from the screen illuminating their fingers. The background and details of the person are mostly obscured.

Sony has played a major role in shaping the way we listen to music over the past few decades.

Apache 207, Rapper and Musician

Every beat tells a story.

Silence is the facilitator of focus. It isn’t until we share our stories with the world that our stories bring us closer. Sony’s next generation of loudspeaker helps complete the cycle of creativity by inspiring others to be true to themselves and create without limits.

Silhouetted people stand around a large electronic device with rounded edges, illuminated by blue and purple lighting against a gradient backdrop.

Impact

A celebration of creation.

Met with acclaim in Germany, the campaign redefined product launches in Sony’s European region. Launched with the release of Apache 207’s third studio album, Gartenstadt, Sony has become a status symbol of creative expression to a young and growing demographic.