Sony enlists Midnight Juggernauts to promote new headphones

Sony has commissioned a Melbourne-based electro outfit to record a song to promote the electronic company’s new headphones.

Enlisting musicians The Midnight Juggernauts, Sony commissioned the re-recording of the band’s 2009 track This New Technology, now called This Newer Technology.

To promote Sony’s XBA-4 headphones, the concept was conceived by Vice Australia, working with agency Euro RSCG, following on from previous work on Sony’s digital camera, the NEX-5N.

The final track is available for download.