SXSW 2017: Touch and try Sony's latest prototypes incorporating cutting-edge technologies


NEW YORK, Feb. 15, 2017 /PRNewswire/ -- Sony will take part in SXSW 2017 (South by Southwest;, the world's largest creative business conference and festivals, to be held in mid-March in Austin, Texas. Beginning on Sunday, March 12 at the SXSW Interactive Festival, a breeding ground for new technologies and creative business ideas, Sony will introduce its latest prototypes incorporating cutting-edge technologies, as well as projects that are still in the development stage. Visitors will be able to enjoy and experience the interactive and entertaining exhibits showcased by Sony, which are focused on developing products that exist at the closest point of contact with its customers and resonate with them at an emotional level, and on placing those products in the hands of customers around the world.

At the SXSW Music Festival, a virtual reality (VR) music video for "Paris," the latest single by 59th Annual Grammy Award winning duo The Chainsmokers, will debut for the very first time. This music video is part of Sony's new "Lost in Music" brand campaign ( and is being created exclusively for PlayStation®VR, the virtual reality system for PlayStation®4. "Lost in Music" aims to deliver new music experiences to fans by utilizing Sony's suite of latest technologies. Additionally, Sony Music artists including The Chainsmokers will perform at the Music Festival. 

  • Exhibition at the Interactive Festival

Schedule: March 12 - 14, 10:00am - 8:00pm
Venue: 99 Trinity St. Austin, TX 78701, USA
Touch and try Sony's latest prototypes incorporating its cutting-edge technologies, as well as projects that are still in the development stage, alongside Sony's entertainment content. Exhibits include but are not limited to the following:

Through the combination of microphones and gyro sensors, Sony is developing a system that precisely tracks aspects of motion including vector, speed, and fluctuations, delivering two different experiences: "Transforming body movement into sound" and "Controlling music through body movement."

The Future Lab Program will exhibit two Concept Prototypes, "N" and "T." "N" is a new, unencumbered way to experience audio, with a hands-free and open-ear style interactive interface for accessing music and audio information. "T" creates an interactive space on a table or the surfaces of real objects. You can intuitively and naturally experiment with manipulating images and information projected onto this space.

With short-throw projection and state-of-the-art sensors, Xperia Projector will provide entirely new ways to communicate and interact. By displaying an interactive touch screen onto a flat surface, such as a wall or table, Xperia Projector concept creates a social and convenient way to communicate or enjoy shared experiences with friends and family.

Superception(Super + perception) is a research framework that uses computer technologies to intervene in the process of human perception and to connect multiple senses together in order to alter and expand the limits of perception. At its booth, Sony will feature a game of tag using this system which you can enjoy on a maze-like stage wearing a head mounted display.

Sony's Exhibition at the Interactive Festival:

  • Exhibition at the Music Festival

Schedule: March 15, 7:30pm - 2:00am; March 16, 2:00pm - 6:00pm and 7:30pm - 2:00am
Venue: 800 Congress Ave, Austin, TX 78701, USA
Join Sony's latest "Lost In Music" event featuring an eclectic roster of Sony Music artists along with a headline set by The Chainsmokers. Sony will also present visitors with a special opportunity to experience The Chainsmokers' "Paris" VR music video prior to its release in Spring on the PlayStation® Store.

*The Chainsmokers are under the management of Disruptor Records, a joint venture of Adam Alpert and Sony Music Entertainment.

*All product names mentioned here are trademarks or registered trademarks of Sony Corporation or of their respective owners.


For further information: Lisa Gephardt, (212) 833-6826;