Sony Mobile has announced Xperia MashLab, brought to you by Sony Xperia on 5FM – an audio first where music meets technology.
MashLab, celebrating its second year, is a unique adventure allowing fans to form a part of a musical journey where they drive the production process to form a unique, proudly South African song. By allowing fans the opportunity to identify the next potential collaboration, from artist selection and artwork design right through to voting for the track and in some cases fans even get to be a part of the colab by performing on the selected track with their favourite artist.
“Song writing is an organic process and by bringing fans Xperia MashLab, we are giving them access to the most vulnerable space of any artist – the space in which they create their art,” says MashLab founder, Jon Savage. “This is a project that I am very proud to be extending on the back of the successful first MashLab season.”
“Music is a part of Sony Mobile’s heritage so naturally our passion for our local music market would form part of our business objectives,” says Andrew Fraser, channel marketing manager, Sony Mobile, South Africa.
The Xperia Mashlab partnership further entrenches Sony Mobile’s focus on being able to offer local fans exclusive content via their smartphones. All the content created for Xperia MashLab will be broadcast to the nation on 5FM during the Forbes and Fix Show between 13h00 and 16h00 and will be available for download exclusively through Xperia Lounge, an app available for download on Google Play on your Android smartphone or tablet running version 2.3 or later.
Included for a limited period will be all the Xperia MashLab tracks as well as some behind-the-scenes footage of the production process from all of the collaborations. For owners of Sony’s flagship Z3 series devices, the MashLab tracks will be also available in High Resolution Audio, letting consumers hear the tracks as the musicians hear it in studio.
“We are continuously striving to offer the consumer a unique Xperia entertainment experience and this is a partnership that we believe will again make a genuine difference in the local music industry,” says Fraser. “This year’s Xperia MashLab is going to combine genres and artists one would not normally associate together and we look forward to sharing it with the fans.”