MUMBAI: Sony created a winning strategy in achieving quality musical experiences by joining forces with global hit maker which is latin music recording artist Nicky Jam.

This alliance is a synthesis between creative content and cutting edge technology. It draws on the artist’s expertise as an award winning artist and producer, highlighting the company’s cutting edge audio technology products, while simultaneously bringing to life the artist’s resonating urban sound through the products.

El Amante and Hasta El Amanecer, from his new album titled Fénix, are global hits that may be heard in all of Sony’s points of sale in thousands of retail stores throughout North and South America.

The first video with Nicky Jam was filmed earlier this year in London in support of his album release and product launches for various extra bass Sony audio products.

The video features Nicky Jam and evokes inspiration and determination for music lovers to fight for their dreams. Sony’s exclusive Extra Bass technology harnesses powerful bass and high quality sound to elevate the audio experience.

Sony Video and Sound Products, Senior General Manager of Branding and Product Planning Noritaka Sawamura said, “We are humbled to have the opportunity to collaborate with music industry pioneer, Nicky Jam. Here at Sony, we are always working on discovering new ways to inspire through music. With the help of Nicky Jam, we hope to reach new music lovers and guide them to enjoy their passions to the fullest.”