Sony 360 Reality Audio

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I can't believe this is the first I'm hearing of this, and that it hasn't been shared here before.

Back in January 2019, at CES, Sony demonstrated a new object-based immersive audio format dubbed 360 Reality Audio—and it was designed specifically for music. Here's the article I read. Here's what Sony has to say.

I'd say this is an exciting development. Unfortunately, the immersive audio marketplace is already crowded with competing formats—Dolby Atmos, DTS:X, Auro 3D—and I'm not sure adding another, even from a big player like Sony, is the brightest move. It would be one thing to simply develop a music-centric object-based mixing system that could produce results compatible with existing formats, but a new format altogether? I can't see other manufacturers lining up to license it, unless Sony manages to make it indispensable. Given that they also own a major label, I suppose it's possible.
 
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