Kakao Entertainment Brings Sony's 360 Reality Audio to K-Pop at MMA 2025
Kakao Entertainment announced a partnership with Sony Corporation on December 17 to integrate 360 Reality Audio technology into Korean music content, starting with a special stage at this week's Melon Music Awards.
The collaboration debuts Saturday at Seoul's Gocheok Sky Dome during the 17th annual awards ceremony. While the performing artist hasn't been revealed, the showcase marks the first major implementation of Sony's spatial audio format at a K-pop awards show.
How 360 Reality Audio Works
Sony's technology positions individual sound elements-vocals, instruments, effects-in three-dimensional space around listeners. The system uses object-based spatial audio built on MPEG-H 3D Audio standards to create immersive soundscapes that simulate live concert environments.
Unlike traditional stereo that splits audio between left and right channels, 360 Reality Audio maps each sound source with specific positioning data. This creates what Sony describes as a spherical listening experience where music surrounds the audience from all directions.
The format launched at CES 2019 and has since expanded to streaming platforms including Amazon Music HD, Tidal, and Deezer. Sony has partnered with Universal Music Group and Warner Music Group to build content libraries featuring thousands of tracks across genres.
MMA 2025 Implementation
The December 20 ceremony streams globally through Melon and 1theK's YouTube channels at 5:00 PM KST, with regional options including Wavve (Korea), U-NEXT (Japan), and Magenta TV (Germany). Kakao Entertainment plans to deliver the spatial audio experience to online viewers during the live broadcast.
This year's lineup features G-Dragon, Jennie, aespa, IVE, PLAVE, RIIZE, EXO, and BOYNEXTDOOR among others. The ceremony determines winners through Melon streaming data (60%), expert evaluation (20%), and fan voting (20%), with voting closing December 19 at 11:59 PM KST.
Melon operates as Korea's largest music streaming service with over 28 million users, making it a significant platform for testing new audio technologies with Korean audiences.
Beyond the Awards Show
Both companies indicated plans to explore additional music projects using 360 Reality Audio following the awards ceremony. Kakao Entertainment manages multiple music labels including Starship Entertainment, IST Entertainment, Antenna, and EDAM, alongside streaming service Melon and global fan platform Berriz.
The partnership centers on audio technology integration, distinct from Kakao Entertainment's 2023 agreement with Sony Music's Columbia Records that focused on artist management and North American distribution.
Sony provides creation tools through its 360 Reality Audio Creative Suite, enabling producers to convert stereo recordings into spatial audio formats. The technology competes in the immersive audio space alongside Dolby Atmos and other spatial sound platforms gaining adoption in music streaming.
Industry Context
The MMA 2025 showcase tests spatial audio's application in large-scale K-pop productions where visual elements typically dominate. Actual listener experience depends on compatible equipment-most users require specific headphones or speakers to perceive the full spatial effect.
Kakao Entertainment, led by co-CEOs Kwon Ki-su and Jang Yoon-jung, has pursued international technology partnerships as part of its global expansion strategy. The company operates an integrated entertainment ecosystem spanning music IP development, production, distribution, and streaming.
The Saturday performance provides the first public demonstration of 360 Reality Audio adapted for Korean music production standards. Reception from audiences and artists will likely influence whether spatial audio becomes a standard feature in future K-pop live productions and broadcasts.
