Sony Calls On Tash Sultana To Promote New PlayStation Title

Sony Calls On Tash Sultana To Promote New PlayStation Title

To mark one of the biggest gaming title launches of the year, PlayStation®4 exclusive The Last of Us™ Part II, PlayStation Australia has worked with Sony Music Australia acclaimed Australian artist, Tash Sultana to re-record ‘Through The Valley’ – the iconic track from the game’s Reveal Trailer that went viral in 2016.

In the launch video via earned creative agency Poem, Tash Sultana respects the original track arrangement and the intensity felt in the popular Reveal Trailer and her combination of hauntingly beautiful vocals and guitar talent has struck a chord with fans and media alike generating over 100 editorial articles, 500k organic views and over 1m social impressions. Due to popular demand the track will now also be made available on Spotify, iTunes and Apple Music from July 24, a milestone as Sultana has never released a cover on DSPs and is about to release a new album.

Sony Interactive Entertainment Australia director of marketing Patrick Lagana said: “’Through The Valley’ became a #1 hit in several markets when featured in the 2016 reveal trailer for The Last of Us Part II*, so we were super excited with the idea of recreating this with a phenomenal Aussie talent like Tash Sultana that truly creates a special Australian moment to mark the launch of one of our biggest titles for PS4.”

Poem executive creative director Matt Holmes said: “We’re passionate about earning attention for brands by creating ideas that earn a place in people’s lives, ideas that people will actually care about. The TLOU world is incredibly immersive and fans are genuinely emotionally invested in the characters and the story. We wanted to tap into that feeling and the crazy excitement for this sequel by using music as it’s a powerful emotional trigger and several tracks and guitar chords have become synonymous with the game. I couldn’t be prouder of the result. Tash did an incredible job in the recording and the final launch video is a cool collision of cultures that The Last of Us™ fans and music fans are loving.”

Tash Sultana said: “This is the first time I’ve done a collab like this. Usually it’s kinda just like writing sessions with other musos but this is for a game and it’s different as it’s not my usual style to venture into so I’m completely honoured to be asked to do something like this. The response from gamers has been incredible.”

MediaCom group client director Linda Hosamsooi said: “One of the key triggers that influence our core audience in their decision journey is additional footage of new software titles. The Tash Sultana video is a great way for us to cater to this need, creating an extra layer of engagement in our video approach. Not only will this drive cut through in market but also creates another proof point to drive our players through the funnel. As PlayStation’s media partner, we are incredibly excited about this partnership as it will only benefit the launch of The Last of Us™ Part II.

The video launched through PR and social media with paid support via 30’ and 15’ cutdown spots that have been placed on Channel 7 and Channel 10 BVOD and other digital formats by media agency Mediacom.

Campaign credits:

Client: Sony PlayStation Australia

Product: PlayStation®4 exclusive, The Last of Us™ Part II

Brand partners: Sony Music Australia and Lemon Tree Music

Creative concept: Poem Studio

PR, Partnership, Influencer & Social Media: Poem

Production: Poem Studio

Videography and sound: Dara Munnis

Post-production: YeahSure

Media: Mediacom

 




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