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Miguel reaches new heights in the visual for Sony’s “For the Music” campaign announced on Monday (July 24). The Grammy winner came up with the concept, which finds him scaling a massive skyscraper and breaking through the building’s glass window.
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“There were a few things that myself and my creative advisor, Franc Fernandez, have been tossing around in general in order to build out some of the storytelling, and this one just felt like it could be a fun opportunity to not only push myself but to also push the brand [and] how far Sony’s willing to go for artists,” Miguel explains to Billboard. “That was pretty much the way we came up with [the concept]. It didn’t take much time because we had already had it in the bank of ideas.”
Directed by Liam McRae, the one-minute visual symbolizes the multiplatinum-selling singer’s next era in music and Sony’s commitment to supporting artists like Miguel in breaking through “creative barriers” and connecting directly with their fans. “I think across the board that’s been the intention,” Miguel said. “To hopefully give my fans new ways to appreciate my music and creativity and this is one of them. It was exciting to be able to do this. Not too many people can say they scaled a building!”
Sony’s new platform aims to foster various collaborations with artists, including creating specialty content, activations and memorable experiences for music fans and allowing artists’ input on Sony products and tools such as 360 Reality Audio and 360 Virtual Mixing Environment to improve content creation and listening experiences on headphones, wireless speakers and other products.
Fans will hear a new track from Miguel’s upcoming album in the Sony visual. “The song is called ‘Number 9.’ It’s about completion and new beginnings,” he explained. “It’s my intention to push beyond creative bounds and discover new places to go as a musician and an artist. Sony was intent on honoring artists’ creative vision and the song is about ending the old, starting new, and the cylindrical nature of change. I think all of that comes to a head in this very short visual. It’s powerful. It sets the tone for what’s to come, I’m excited for people to see it.”
“I’ve never done commercials for anyone, but this felt like such an authentic collaboration. We were on the same page about really pushing the boundaries about what’s expected of both our brands and what they represent. It’s exciting to be the first one to be able to express themselves through this medium with a partner as supportive of a vision as they were. It was really dope.”
As part of the collaboration, Sony and Miguel will partner on various giveaways, VIP experiences and sweepstakes, including a chance for five lucky fans to receive a VIP invite to his upcoming album and “For the Music” campaign release party in Los Angeles. (Visit forthemusic.electronics.sony.com to enter for a chance to win an invite.)
“Sony’s audio team has long supported artists because at its core, Sony represents passion for music, for listeners and creators,” added Jordy Freed, Sony’s head of brand and business development and partner marketing and strategy. “This passion drives our existing products and services, as well as newly launched products, from our consumer WF-1000XM5 headphones to professional studio headphones such as the MDR-MV1 to sound technologies such as 360 Virtual Mixing Environment and 360 Reality Audio. These exciting new activities mark the perfect time to formalize our continued support for creators, celebrate artistry, and create a tangible platform to empower their visions and reach music fans wide.”
Sony has partnered with other Sony Music artists in the past including SZA, Khalid and Tate McRae. Miguel’s collaboration comes ahead of his forthcoming album.
“I think the biggest, most relatable way of describing the overall tone [of the album] is that I took a snapshot of my life and realized that it was about the violent and beautiful nature of change. The most exciting thing about that is it gives me the opportunity to have really intimate and vulnerable moments that I don’t think I’ve ever been able to have with my fans.”
“This album is maximalism. It’s intimate, dynamic, manic at times, but it’s all very, very much the fringe of my creativity and I’m excited to even push beyond that. I think it marks the beginning of a very prolific era in my career and my expression.”
Watch Miguel in Sony’s “For the Music” campaign below.