Sony Philippines has expanded its ULT POWER SOUND campaign by naming P-pop group SB19 as the newest members of the Sony ULT Squad, adding one of the country’s biggest music acts to its growing roster of artists and creators.
The partnership positions SB19 as the face of Sony’s latest audio campaign, where the group will headline upcoming promotions, immersive experiences, and fan engagement activities centered on the company’s ULT POWER SOUND speaker lineup.
SB19 joins fellow ULT Squad members Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, Angelique Manto, and Jacqueline Jala.
SB19 headlines Sony’s latest audio campaign
Sony said the collaboration reflects its continued investment in music culture by working with artists whose influence extends beyond live performances.
Known for helping elevate P-pop on the international stage, SB19 was selected for its energetic performances and strong connection with fans—qualities that Sony says align with the immersive listening experience the ULT POWER SOUND series aims to deliver.
The audio lineup is designed to recreate the feel of live performances through enhanced bass and room-filling sound, targeting music fans looking for a concert-like experience at home or on the go.
“As we continue to grow the Sony ULT POWER SOUND brand in the Philippines, we wanted to collaborate with artists who embody the energy and passion that our products deliver,” said Shuhei Sugihara, President and Managing Director of Sony Philippines.
Partnership highlights Sony’s focus on music experiences
Rather than serving solely as product ambassadors, SB19 will front a series of campaigns showcasing the ULT POWER SOUND lineup through exclusive digital content, brand activations, and fan-focused events.
Sony Marketing Director Kentaro Imamura said the group’s performances and dedicated fan community make them a natural fit for the campaign, which centers on bringing listeners closer to live music experiences.
For SB19, the collaboration represents another partnership with a global technology brand while continuing to promote Filipino music to wider audiences.
“Our music is driven by passion, energy, and connection, and that’s what makes this partnership with Sony so special,” the group said.
Sony said SB19 will lead upcoming promotional activities for the ULT POWER SOUND series, including exclusive content, immersive brand experiences, and fan engagements. The company also teased that registration details for its annual ULT POWER SOUND launch event will be announced through Sony Philippines’ official social media channels in the coming weeks.
