Sony Philippines names SB19 as its newest ULT Squad member

Sony Philippines names SB19 as the newest ULT Squad member, fronting its ULT POWER SOUND audio campaign with exclusive content and fan events.

SB19 with Sony

New Sony ULT ambassadors

Sony Philippines has named P-Pop group SB19 as the newest member of its ULT Squad, the roster of artists representing the brand's ULT POWER SOUND campaign. 

SB19 joins existing squad members Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, Angelique Manto, and Jacqueline Jala.

The ULT POWER SOUND series is a line of audio products built around delivering bold bass and immersive sound intended to replicate the experience of a live performance. Sony said SB19's global reach, stage presence, and fan following made them a fitting addition to the campaign.

The signing deal of SB19 and Sony

The company framed the partnership as part of a broader effort to support artists whose influence extends beyond music, aiming to give listeners a more immersive way to engage with music through Sony's products.

Shuhei Sugihara, President and Managing Director of Sony Philippines, said: "As we continue to grow the Sony ULT POWER SOUND brand in the Philippines, we wanted to collaborate with artists who embody the energy and passion that our products deliver. SB19 is the perfect partner–not only because of their remarkable influence, but because their powerful performances and connection with fans reflect what the ULT brand stands for. Through this partnership, we hope to inspire more Filipinos to experience music in a deeper and more meaningful way.

Kentaro Imamura, Marketing Director of Sony Philippines, added: "SB19 represents a new generation of Filipino artists making an impact both locally and globally. Their world-class performances and passionate fan community perfectly align with Sony ULT POWER SOUND's mission of recreating the excitement and energy of live music. We're excited to bring fans closer to the music they love through this collaboration."

SB19 said: "Our music is driven by passion, energy, and connection, and that's what makes this partnership with Sony so special. As artists, we've always dreamed of taking Filipino music from local stages to the global spotlight, and we're proud to partner with a trusted brand like Sony that shares this vision. We hope A'TIN and music fans everywhere can experience our music through the ULT POWER SOUND series and feel the same energy we bring to every performance."

As part of the partnership, SB19 will headline upcoming campaigns for the ULT POWER SOUND series, including content releases, brand events, and fan engagement activities. 

Sony Philippines said further details, including registration for this year's launch event, will be announced on its social media channels.

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