Sony gets in the mix to target DJs in product association deal

By Martin Vedris

SYDNEY: Sony is sponsoring an annual voting poll called inthemix50 that recognises the top 50 most popular club DJ’s in Australia as well as club-goers favourite club nights, producers and events they thought were the best of the year between 1 July 2007 and 29 June 2008.

Called the Sony inthemix50, it is a website where clubbers can go to vote for their favourites in five categories: local DJ, local producer, international DJ, club night and event.

“Sony is serious about sound and has a long history of providing high quality headphones for music lovers. Sponsorship of the 2008 Sony inthemix50 provides an opportunity for us to specifically target the influential DJ market,” said Sony Australia’s head of strategy and brand development Toby Barbour.

“The alignment with inthemix allows us to showcase our headphone range to a key audience who know and love what Sony products offer them – the best audio sound quality,” Barbour said.

As part of the Sony inthemix50 sponsorship, Sony is offering a Bluetooth personal sound-system prize, valued at $3,500, as a prize for to clubbers who vote.

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