Sony Philippines brought together music, technology, fashion, and live entertainment at COVE Manila, Okada Manila, for “Beyond The Beat: The Next-Level ULT POWER SOUND Experience,” turning the launch of its latest ULT POWER SOUND lineup into an evening built around sound and performance.
At the center of the event was the Philippine launch of Sony’s newest ULT POWER SOUND speakers—the ULT TOWER MAX, ULT TOWER 7, and ULT TOWER 5. But rather than limiting the occasion to a traditional product presentation, Sony created an environment where guests could experience the new speakers alongside interactive installations, performances, and appearances from the artists and personalities forming its newly introduced ULT Squad.
The launch highlighted Sony’s continued focus on powerful, bass-driven audio, with the three new tower speakers designed around different approaches to the party-speaker experience.
The ULT TOWER MAX takes the largest approach in the lineup, featuring three woofers and 360° Party Sound. The ULT TOWER 7, meanwhile, brings a portable design to the series, while the ULT TOWER 5 incorporates features suited for more participatory gatherings, including DJ and karaoke capabilities.
Across the lineup, Sony’s new speakers feature large circular woofers, larger-capacity speaker cabinets, and ULT DUCT technology, developed to deliver stronger low-frequency performance.
At COVE Manila, those features were placed within interactive zones, giving attendees an opportunity to engage with the products in a setting that was designed around music rather than simply viewing the speakers as standalone pieces of technology.
The result was a launch that gradually moved from product discovery into live entertainment.
One of the major highlights of the evening was the introduction of Sony Philippines’ ULT Squad, bringing together a mix of music artists, dancers, and personalities.
The newly introduced squad includes SB19, Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, and Angelique Manto.
@lionheartv SB19 Goes Beyond the Beat With “Lawless” The Kings of P-Pop deliver a high-energy performance at Beyond The Beat: The Next-Level ULT POWER SOUND Experience by Sony Philippines, COVE Manila, Okada Manila. #SonyULTBeyondTheBeat #ULTPowerSound #sb19 #fyppp#fyp #Sony ♬ original sound – LIONHEARTV
Their presence added another layer to the launch, connecting the technology on display with performers whose work revolves around music, movement, creativity, and visual expression.
The ULT Squad appeared in looks designed by Alser Lumawag, giving the launch a fashion-forward component as the artists and personalities made their way into the spotlight.
The evening’s entertainment program began with dance showcases from A-Team and Carlos Serrano III. Their performances brought choreography and movement into the venue, complementing the event’s focus on rhythm and sound.
The dance performances were followed by musical sets from Jeremy G, KAIA, and Maki, giving the audience a succession of different performances throughout the evening.
For Maki, the event also coincided with a significant personal milestone. His appearance at COVE Manila came on the first anniversary of his debut album, “Kolorcoaster.” The album anniversary became part of his night with Sony, adding a personal marker to his participation in the ULT Squad’s launch.
The evening reached another major point when SB19 took the stage.
As the newest members of Sony Philippines’ ULT Squad, the group’s appearance marked their debut with the campaign. SB19 performed “Lawless” and “CRIMZONE,” bringing the launch to a performance-driven finale.
@lionheartvThe Sony ULT Squad turned up the energy at Beyond the Beat: The Next-Level ULT POWER SOUND Experience by Sony, bringing sound, style, and individuality to the runway. @officialsb19, @clfrnia_maki, @kaiaofficialph, @imjeremyg, @ateamph, @carlosdathird, @davidguison, and @angeliquemanto stepped out in looks by Alser Lumawig, adding a fashion moment to Sony’s celebration of the next level of ULT POWER SOUND. #SonyULTBeyondTheBeat #ULTPowerSound #sb19 #kaia#maki #ateam #AngeliqueManto #DavidGuison #fyp #LionhearTV♬ original sound – LIONHEARTV
Their set placed the new ULT POWER SOUND lineup in its intended environment: surrounded by music, performers, and an audience gathered for a shared entertainment experience.
The appearance also gave the ULT Squad introduction a strong musical component, with SB19 joining the lineup alongside Maki, KAIA, Jeremy G, and the dance acts that performed earlier in the program.
While the ULT POWER SOUND lineup remained the centerpiece of the event, “Beyond The Beat” was structured around more than product specifications.
The interactive zones allowed guests to encounter the speakers in a more experiential setting, while the presence of the ULT Squad brought the products closer to the culture of contemporary music and entertainment.
The three new tower speakers each represented a different interpretation of the party-speaker format. The ULT TOWER MAX emphasized scale with its three-woofer setup and 360° Party Sound. The ULT TOWER 7 focused on portability, while the ULT TOWER 5 added DJ and karaoke functions for users looking for a more participatory entertainment setup.
Sony’s emphasis on bass was also reflected throughout the lineup, with the speakers incorporating large circular woofers, larger-capacity cabinets, and ULT DUCT technology.
At COVE Manila, these features became part of an evening where the technology could be experienced alongside actual music and performances.
From the dance showcases by A-Team and Carlos Serrano III to the sets from Jeremy G, KAIA, Maki, and SB19, the event placed artists at the heart of the product experience.
Maki’s Kolorcoaster anniversary and SB19’s first appearance as members of the ULT Squad also gave the evening distinct moments within the larger celebration.
With the ULT TOWER MAX, ULT TOWER 7, and ULT TOWER 5 taking center stage alongside the newly introduced ULT Squad, the launch offered a glimpse into Sony’s latest approach to party-ready audio—one where the technology becomes part of the experience and the music remains at the center of it all. (with reports from Lynus Fernandez)