Classical Music Superstar Lang Lang for SONY Brand Ambassador Announcement
When SONY Corporation sought to achieve worldwide impact by announcing a three year sponsorship agreement with International classical music Superstar Lang Lang, they turned to Empire Entertainment's Tokyo office to conceive, coordinate and produce the New York City event. Lang Lang is fast becoming one of the world's best-known classical pianists and has enormous appeal throughout the world and particularly in his native country of China. SONY Corporation identified Lang Lang as the ideal personality to represent their brands & products throughout the world and especially in China.
To announce the partnership, SONY CEO Sir Howard Stringer and Masao Morita, son of SONY founder Akio Morita and an executive of the company, hosted an intimate reception for Lang Lang at the plush Empire Hotel. The guest list included industry VIPs, international media and celebrities as well as some of SONY's senior leadership. The reception took place immediately following Lang Lang's world premiere performance of Tan Dun's new piano concerto at Lincoln Center. Tan Dun, another celebrated Chinese classical music figure, composed the music to SONY Pictures Classic release "Crouching Tiger, Hidden Dragon" among many other credits. Following introductory remarks by Sir Howard Stringer and Morita-san, Lang Lang spoke about his excitement for the SONY partnership and then performed a brief recital of Franz Liszt's Liebesträume and Hungarian Rhapsody #6 which brought guests to their feet. After the recital, Lang Lang invited the press to join him in an area designed to represent his living room where the newest Sony products were all on display. These included the Bravio television, the SONY Organic LED television and a product called the Rolly which will soon be released in the U.S. that resembles a dancing Walkman.
For this important press event Empire identified and secured the venue, provided all staging, sound, lighting and piano, created a branded SONY backdrop, oversaw catering and bar, designed and implemented the Lang Lang living room concept with SONY product, stage managed the live event, and even assisted in securing international press coverage. Given the high level nature of the event, flawless coordination between SONY management in Japan and the execution team on the ground in New York was necessary.
Empire's office presences in Tokyo, Japan and New York City enabled it to serve as the perfect partner for SONY in this international endeavor.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
