Sony Teams With Tony Bennett, Lady Gaga To Promote Hi-Res Audio

Cross-promotional campaign to feature two high-resolution products and “Cheek To Cheek” album
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San Diego — Sony will follow up last year’s high-resolution audio marketing campaign with a cross-promotional campaign featuring two high-resolution products and the Tony Bennett and Lady Gaga album “Cheek To Cheek.”

Last year’s promotional campaign featured Sting and John Mayer.

This year’s campaign partners Sony with Interscope Records, Streamline Records and Columbia Records to let music enthusiasts know about high-resolution albums, which deliver better sound quality than MP3 and “brings you closer to the spirit and soul of the artist’s original performance,” Sony said.

The new campaign launched Sept. 23 and will run through early 2015. It targets 23 million impressions with a mix of digital and print advertising in both music- and audio-centric publications and research portals.

Sony’s campaign will focus on the $1,999 HAP-Z1ES high-res hard-drive music player for the home and the NWZ-A17 Walkman, the company’s first high-resolution playback-only portable. It’s priced at $299 UPP without headphones. Album art will be featured in each ad.

With the A17, Sony said, “music lovers no longer have to choose between audio quality and portability.”

Earlier this week, LG Electronics USA said it will present a concert performance by Bennett and Gaga, “Cheek to Cheek LIVE!,” next month on PBS. The concert will be streamed later this year in 4K Ultra HD resolution via Amazon's Instant Video streaming service.

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