Sony has unveiled its new ULT POWER SOUND Series in South Africa, tapping into the country’s explosive music scene with a range of speakers designed to deliver earth-shaking bass and immersive sound. The launch event, held on 22 August at The Greenhouse in Sandton, showcased the potential of these new audio powerhouses against the backdrop of South Africa’s thriving music industry.
The ULT POWER SOUND Series arrives at a pivotal moment for South African music. Genres like Amapiano, Bacardi, and Hip Hop are gaining international recognition, with artists such as Kabza De Small, Black Coffee, and Focalistic making waves on the global stage. Sony’s new lineup seems tailor-made for this audio landscape, offering features that cater to both casual listeners and serious party-throwers.
At the top of the range sits the ULT TOWER 10, a veritable audio behemoth designed for those who want to feel the music in their bones. With 360-degree sound and lighting, a 25-hour battery life, and the ability to connect to multiple Bluetooth devices simultaneously, it’s positioned as the ultimate house party companion. The speaker also boasts a dedicated “ULT” button, which provides an extra bass boost for those moments when you need to dial the intensity up to eleven.
For those seeking more portability without sacrificing sound quality, Sony offers the ULT FIELD 7. This versatile speaker is both waterproof and dustproof, making it suitable for outdoor use. With a 30-hour battery life and karaoke functionality, it’s designed to keep the party going wherever you are.
The compact ULT FIELD 1 rounds out the speaker lineup, proving that massive sound can come in small packages. Available in four colours and boasting 12 hours of battery life, it’s aimed at on-the-go music lovers who don’t want to compromise on audio quality.
Sony hasn’t forgotten about personal audio either. The ULT WEAR, while light on specific details in the press materials, promises to deliver high-quality sound in a wearable format, complete with the line’s signature ULT button for bass boosting.
The launch event itself was a microcosm of South Africa’s vibrant music culture. Performances by content creator and music artist Ghost Hlubi, alongside Magatsela More and comedian PD Jokes, highlighted the diverse talent in the local scene. The event also featured a dance challenge, with Ghost Hlubi leading the charge in the #SonyULTChallenge, a social media campaign tied to the product launch.
While Sony’s focus on bass-heavy audio isn’t new, the ULT POWER SOUND Series represents a targeted approach to a specific market. By aligning their product launch with South Africa’s momentum in the global music scene, Sony is betting on the country’s continued cultural influence.
As streaming platforms and social media continue to break down geographical barriers in music consumption, products like the ULT series could play a significant role in how people experience and share music. Whether this approach will resonate beyond the initial excitement of the launch remains to be seen, but for now, Sony seems to have struck a chord with South Africa’s bass-loving audience.
