It can be hard to get anyone to listen to your music when you are an up-and-coming artist. And it can be heard to break through the jumble and noise of the marketplace when you have a new technology product for listening to music. So what did Sonos do? They combined efforts to give artists a venue and a forum for expression and a showcase for their wireless speaker systems. Their creation: The Sonos Studio.
The Sonos Studio is a space in Los Angeles where musical artists, industry luminaries and executives are invited to share their love of music, talk about music history and the business and art of it, exchange ideas, and of course, listen to music – live and recorded, by aspiring and established artists who share Sonos’ enthusiasm for an immersive, interactive musical experience.
Sonos systems allow users to place speakers around their home, office or other space to wirelessly play music. The music streamed can be from a user’s personal library or from an abundance of sources, free and subscription based, available via Sonos players. The system can be controlled by an Android device or iPhone or iPad. Sonos recently announced a partnership with SPIN music group, which is a consortium of music entities all under the curation of the famed voice in music journalism for more than 27 years that has grown to a base of more than 7 million unique visitors a month to its related sites (Music entities under the portfolio of SPIN Music Group include Stereogum, Buzznet, Idolator, PureVolume, Hype Machine, AbsolutePunk, Gorilla vs. Bear, Brooklyn Vegan XLR8R and Punknews).
Sonos boasts an equalliy impressive list of digital music platforms that users can access, including Amazon Cloud Player, AUPEO, Deezer, iheartradio, JUKE, Last.fm, MOG, Napster®, Pandora®, Rdio®, Rhapsody®, SiriusXM Internet Radio, SlackerRadio®, Songza, Spotify, Stitcher SmartRadio™, TuneIn, and Wolfgang’s Vault.
In the state of the auditory space, Sonos creates events that appeal to music fans who crave new and cutting-edge music and who enjoy networking and mingling with other like-minded music lovers. While the studio offers advertisers the opportunity to execute offline events and easily launch digital campaigns across multiple music-focused properties, it also provides a unique and exciting concept platform for music fans, especially millennials, who are a prime audience for both Sonos and SPIN.
Studio events have ranged from Q&A with prominent music industry guest speakers to art installations involving both audio and video components, such as a fixture of 50 robotic Sonos players suspended from the vaulted ceiling and programmed to follow movement. Guests could walk through the space as the speakers turned to face them and sound out with music and sound effects.
These types of interactive experiences define the Sonos experience, along with performances by today’s top emerging talent from LA and beyond. It seems only fitting that the wireless music system pioneer conceived of a way to reach its target audiences effectively and memorably. Way to play Sonos.