MassiveMusic Launches Experiential and Immersive Sound Division
(Pictured L-R: Georgia Roberts, Simon Kane, Katrina Aquilia, Adrian Sergovich, Ian Lew, Lance Gurisik)
MassiveMusic has announced the launch of its specialised division dedicated to experiential and immersive sound. With an increased demand for multisensory experiences, MassiveMusic offers an unmatched full-service approach encompassing sound strategy, technical setup, construction, music composition, talent partnerships, and sound design.
The Sydney-based team has worked on such major projects as creating soundscapes for Hershey’s Chocolate World and SeaWorld rides in the US for Spinifex in LA, the Sennheiser Mirror Box activation at Vivid Sydney 2024 for Foundry Berlin / New York, and the nightly light show at the Australian Open. A recent highlight, also for Spinifex, was launching the Nissan Kicks at the Barclays Centre in New York, where MassiveMusic executed the technical and creative sound elements for a 3D Anamorphic LED “shoe box” installation. This project won Platinum in the Product Launch category at the Muse Creative Awards, showcasing the team’s excellence in experiential sound.
The process includes full involvement in planning to ensure the seamless integration of sound systems, as highlighted by Simon Kane, MassiveMusic’s experiential sound director: “Getting us involved at the early stages is crucial. A great idea can quickly become a technical nightmare without careful planning. We ensure everything—from the technical setup to the final delivery formats—is precisely aligned before work begins, avoiding costly mistakes.”
Experiential music director Adrian Sergovich underscores the unique challenges relating to creating soundtracks for immersive storytelling: “Crafting music for experiential installations requires an intricate balance between story, emotion, and environment. Every note must resonate with the space and the audience’s journey, ensuring that the sound complements both the visual and spatial narratives.”
Says Georgia Roberts, head of partnerships: “Our mission is simple: to ensure that brands stand out by creating experiences that resonate on a deep emotional level. Experiential marketing is now the heartbeat of modern brand engagement; to make your brand memorable is priceless and we’re excited to lead the charge in crafting sonic environments that make brands unforgettable.”
For more information or to discuss how MassiveMusic can amplify your brand’s experience, contact: Georgia.Roberts@massivemusic.com