Sony Philippines Boosts the Energy with a Star-Studded ULT Squad and a New ULT POWER SOUND Lineup

Beyond the Beat brings together Sony’s latest ULT speakers, live performances, music, and style for an immersive celebration at COVE Manila.

Sony Philippines brought its ULT POWER SOUND experience to life with music, style, and potent sound at Beyond the Beat: The Next-Level ULT POWER SOUND Experience, which took place at COVE Manila, Okada Manila.

Fans and guests from MySony General Admission, Elite, and Platinum tiers attended the event, which was supposed to be Sony Philippines' biggest ULT POWER SOUND launch in the country.

The event also brought together members of the Sony ULT Squad, with SB19 making their debut as the newest addition to the lineup. Joining them were Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, Angelique Manto-Guison, Jacqueline Jala, and other ULT Squad members, creating a dynamic gathering of notable Filipino artists, creators, and personalities.

New ULT Speakers Take Center Stage

The event officially opened with remarks from Shuhei Sugihara, President and Managing Director of Sony Philippines, who welcomed guests to an evening dedicated to music, entertainment, and powerful sound. Keira Ambubuyog, Product Marketing Specialist of Sony Philippines, then introduced the newest additions to the ULT POWER SOUND lineup, highlighting Sony’s latest audio innovations. This was followed by Arbie Bandiling, Senior Marketing Communications Executive of Personal Audio Systems, who unveiled the latest ULT Squad Video featuring the artists and personalities representing the ULT POWER SOUND experience.

The newest lineup includes the ULT TOWER 5, ULT TOWER 7, and ULT TOWER MAX, engineered to deliver deeper bass, powerful audio performance, and party-ready features. Equipped with newly developed large circular woofers, high-capacity speaker cabinets, and ULT DUCT, the next-generation ULT POWER SOUND series is designed to deliver enhanced low-frequency bass performance.

Leading the lineup, the ULT TOWER MAX delivers the most powerful bass performance in the ULT POWER SOUND series. The ULT TOWER 7 combines stage-worthy sound with a portable design, while the compact ULT TOWER 5 brings impressive bass, karaoke, and DJ capabilities to smaller gatherings.

Guests were able to experience the new speakers through interactive zones created around the ULT POWER SOUND concept. Step into the Beat featured an arcade-inspired setup with stacked ULT Towers and a dance pad, while the ULT Selfie Club offered a high-energy photo experience. At ULT Cover Star, guests paired ULT Field speakers with designer pieces from Alser Lumawag. Meanwhile, The Bass District recreated a nightlife-inspired atmosphere for KOLs and VIP guests, while the Karaoke Lounges gave attendees the chance to take the microphone and experience the party-focused features of the latest ULT lineup.

Meet the Faces of the ULT Squad

The Sony ULT Squad brought together a diverse lineup of Filipino artists, creators, performers, and personalities, each adding their own unique sound, style, and character to the celebration.

Fashion influencer and fellow ULT Squad member Angelique Manto-Guison served as the event host, while A-Team kicked off the performances with an energetic opening set. Carlos Serrano III followed with his distinctive stage presence, adding another dynamic element to the evening. Fashion personalities David Guison and Jacqueline Jala also took the stage alongside the ULT Models, showcasing their elevated fashion style, while Jeremy G brought his own musical identity to the celebration.

The evening continued with performances from KAIA, who brought youthful energy and contemporary pop sounds to the ULT stage, followed by Maki, whose signature performance style made his set another highlight of the night. The celebration reached its finale with SB19, making their first appearance as the newest members of the Sony ULT Squad. Their addition connects Sony’s sound technology with the group’s growing presence in Filipino music, further expanding the ULT Squad as a platform for artists shaping today’s music and entertainment culture.

With its latest audio lineup and expanding roster of talent, Sony continues to bring together sound, style, and self-expression, creating experiences that go Beyond the Beat.

Bring Home the ULT POWER SOUND Experience

The new ULT TOWER MAX, ULT TOWER 7, and ULT TOWER 5 are now available at Sony Centres and authorized dealers nationwide. With powerful bass, bold designs, and features designed for shared entertainment, Sony ULT POWER SOUND lineup is made to elevate music listening, parties, and gatherings.

For the latest updates, product news, events, and upcoming ULT POWER SOUND experiences, follow Sony Philippines’ official channels.

SONY CORPORATION

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to “create the future of entertainment through the power of technology together with creators,” we aim to continue to deliver Kando* to people around the world. For more information, visit:

http://www.sony.net

*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time.

Go Beyond the Beat as Sony Philippines Announces the Next-Level ULT POWER SOUND Experience

Beyond The Beat: The Next Level ULT POWER SOUND Experience

Sony Philippines' biggest and most extravagant ULT POWER SOUND launch in the Philippines, Beyond The Beat: The Next-Level ULT POWER SOUND Experience, is scheduled for September 19, 2026, at COVE Manila, Okada Manila. Even though all General Admission passes have already been claimed, ULT fans who want to attend the event can still upgrade their MySony membership to Elite or Platinum to gain access to special event areas and premium benefits.

By combining strong sound, live performances, style, and self-expression, Beyond the Beat invites music lovers to experience Sony ULT in an immersive environment designed to be experienced rather than merely observed.

The highly anticipated event will showcase the latest offerings from the ULT POWER SOUND series, alongside powerful performances from Jacqueline Jala, Angelique Manto, David Gusion, Carlos Serrano III, A-Team, Jeremy G., KAIA, Maki, and the newest member of the Sony ULT Squad, SB19.

Unlock the ULT Experience with MySony Membership

General Admission, Elite, and Platinum Access

Access to Beyond the Beat starts with an existing MySony account. MySony Member, Club, Elite, and Platinum account holders are eligible to register for the event, with access and benefits corresponding to their membership tier. 

Platinum members can receive three passes to the Platinum area plus exclusive Sony merchandise, while Elite members can receive two passes to the Elite area. MySony Members and Club members can register for one General Admission pass. 

With General Admission passes seeing strong demand following the event announcement, fans are encouraged to upgrade their MySony membership to Elite or Platinum for access to dedicated event areas and additional membership benefits. 

For those looking to move up their membership tiers, registering eligible ULT POWER SOUND products during the qualifying period from August 1 to September 12, 2026 allows members to earn points toward a membership upgrade.

For the complete event mechanics, membership benefits, and registration details, visit this link: https://experience.sony-asia.com/ph/home/eventsdetails?EventID=493 

A Next-Level Celebration of Music and Sound 

Beyond the Beat is designed to bring the energy of ULT POWERS SOUND to life through music, performance and immersive experiences. 

Guests can look forward to seeing the Sony ULT Squad, a curated lineup of artists and performers taking the stage, with SB19 making their first appearance as the newest addition to this powerful lineup.

The newest addition to the ULT Squad, SB19 

The experience will also bring together music and elevated street style, encouraging attendees to express their individuality through the event’s Elevated Street Style dress code. 

From powerful performances to the latest ULT POWER SOUND offerings, Beyond the Beat is set to bring fans closer to the sound, artists, and experiences they love. 

Fans are encouraged to check their MySony membership status, register their eligible ULT POWER SOUND products and upgrade to Elite or Platinum to unlock a more elevated Beyond the Beat experience, Stay tuned to Sony Philippines’ official social media channels for more updates. 

SONY CORPORATION 

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to “create the future of entertainment through the power of technology together with creators,” we aim to continue to deliver Kando* to people around the world. For more information, visit: http://www.sony.net 

*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time

Sony Philippines unveiled the WH-1000XM6 at a grand celebration of sound, style, and innovation

“Sony is not just a retail electronics company but a Creative Entertainment Company. With technology and innovation, we aim to unleash KANDO in several business units such as gaming, electronics, music, movie, and imaging sensor production.” ~Mr. Shuhei Sugihara, Sony Philippine’s President and Managing Director

With the much-anticipated release of the WH-1000XM6, the most recent iteration of Sony's market-leading noise-canceling headphone line, Sony Philippines turned up the volume and grabbed center stage.  The immersive event, which took place at the Glorietta Activity Center, brought together tech aficionados, music lovers, fashion-forward creators, and lifestyle influencers for a full day of celebration that redefined what it means to listen in style.

Sony, which is well known throughout the world for its unwavering quest for innovation, keeps pushing the limits of audio technology by producing goods that combine performance, creativity, and lifestyle.  Mr. Shuhei Sugihara, President and Managing Director of Sony Philippines, emphasized the company's global focus on creating technology that improves daily life during the event.

Mr. Sugihara emphasized that Sony's commitment to combining innovation and entertainment to create products and experiences that elicit emotions.

Mr. Shuhei Sugihara speaks on Sony’s vision for innovation and lifestyle

Followed by Mr. Kentaro Imamura, Marketing Director of Sony Philippines, who focused on the design philosophy behind the WH-1000XM6. Both executives highlighted the WH-1000XM6 as a product that meets the needs of modern users–offering not just sound performance, but comfort, intelligence, and style.

“For The Music is an audio branding campaign to bring people closer to the music they love while also supporting the Filipino Music Scene. The WH-1000XM5 is a trend-leader and status symbol that tapped into the Gen Z market. As an innovator in the world of tech, Sony continues to evolve its line up with the launch of the new WH-1000XM6.” ~Mr. Kentaro Imamura, Marketing Director of Sony Philippines 

Mr. Kentaro Imamura highlights Sony’s commitment to sound innovation

The WH-1000XM6: A New Benchmark in Personal Audio

The Sony WH-1000XM6, the most recent iteration of the company's well-known 1000X series, was the focal point of the unveiling.  The award-winning A-Team dance team, renowned for their accuracy and captivating stage presence, performed a high-energy dance performance at the ceremonial unveiling of a larger-than-life installation of the WH-1000XM6 headset.  This introduced the visitors to a product that combines improved ergonomic design, immersive audio quality, and industry-leading noise cancellation.  The WH-1000XM6 is designed for today's on-the-go professionals, creators, and music lovers with its longer 30-hour battery life, adaptive sound control, and sleeker, lighter design.

A-Team brings dynamic choreography to the grand reveal of WH-1000XM6

Sony Philippines unveils the larger-than-life WH-1000XM6 installation

A Celebration of Music and Creative Expression

In addition to the technical presentation, the event featured a lively program that skillfully combined fashion and music. With a captivating performance that enthused the audience, Japanese artist and influencer FuMi kicked off the festivities.

FuMi kicks off the event with an energetic set

Syd Hartha, who came after him, used songs like "Damdamin" and "Tila-tala" to create a more reflective atmosphere with his deep alt-R&B style.  The first fashion section, which mirrored her easygoing, expressive attitude, was matched with her performance. The collection was casual and indie-inspired.

Syd Hartha delivers a soulful performance of her hit songs

Barbie Almalbis sang well-known OPM hits like "Overdrive" and "When I Met You" later in the show.  Her performance set the mood for an alt-pop rock-inspired fashion segment from the early 2000s that featured vintage styles, vibrant prints, and throwback denim.  It served as a reminder of the intergenerational complementarity of music and style.

Barbie Almalbis charms the crowd with her iconic hits

The fashion show collection ended with a funk, groove-filled display of bold, expressive looks by renowned stylist Thian Rodriguez. Lola Amour's youthful and vibrant sound was a perfect fit for their high-energy set, which included songs like "Dance with My Mistakes," "Misbehave," and their award-winning single "Raining in Manila."  The design decisions were in line with Sony's advertising slogan, which states that the WH-1000XM6 seamlessly combines performance and style.

Models styled by Thian Rodriguez

Lola Amour wraps up the WH-1000XM6 launch with a powerful finale

Everyday Experiences with the WH-1000XM6

Aiyana Perlas's moderated interview part, which included well-known individuals like Janina Manipol, Iggy Miranda, James Deakin, Coach Abby Maravilla, Syd Hartha, and Lola Amour, gave the show more substance.  The discussion focused on how the WH-1000XM6 has evolved into more than just a set of headphones—it has become a vital component of their way of life.

Brand talk sessions featuring the ambassadors of Sony PH WH-1000XM6 Iggy Miranda, Janina Manipol, James Deakin, Coach Abby Marvilla, Syd Hartha, and Lola Amour

For fashion and lifestyle icons Janina and Iggy, the WH-1000XM6 effortlessly blends into their aesthetic, and fast-paced routines, proving that style and sound can coexist without compromise.

“I love that the WH-1000XM6 adapts to every sound around me, these headphones don't just cancel noise, they elevate the whole experience.” ~Janina Manipol

Tech personalities James and Coach Abby highlighted the headphone’s intelligent features and superior noise-cancelling technology, emphasizing how it elevates focus and performance both on-the-go and in everyday work environments.

“When I’m wearing my WH-1000XM6, distractions are not a problem. With the QN3 processing technology, the noise reduction with this series just got better.” ~Coach Abby Marvilla

Meanwhile, artists syd hartha and Lola Amour praised the WH-1000XM6 for its studio-grade clarity, sharing how it helps them stay in tune with creativity–whether performing, producing, or simply finding inspiration in quiet moments.

Testimonials from designers such as Jude Tech Talk, Duekneel, Sophia Camero, and Joaquin Tiu provided additional insight, particularly about comfort during extended usage, usability, and the WH-1000XM6's dual role as functional technology and a fashion statement.  Their observations demonstrated the product's profound appeal to a wide range of consumers in the fields of fashion, music, and content production.

Visitors were asked to investigate a number of interactive stations to round out the experience.  While activity corners like the DIY Case Customization Booth, Blind Vendo Machine, and Claw Game provided layers of interactivity and brand engagement, the Touch & Try Booth gave participants the opportunity to try the WH-1000XM6's adaptive features in real time.  Exclusive Sony goods and souvenirs were given away as prizes, establishing a concrete link between the experience and the product.  Bringing the brand's For the Music story full circle, guests stayed into the evening to enjoy carefully tailored Sony music playlists and unrestricted access to immersive zones.

For PHP 27,999.00, the Sony WH-1000XM6 is currently offered nationwide at all Sony Centers and authorized merchants.  It redefines what customers can anticipate from high-end headphones in terms of both form and function by providing exceptional sound and seamless lifestyle integration.

About Sony Corporation

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the vision of "continuing to deliver Kando and Anshin(*) to people and society across the world through the pursuit of technology and new challenges," Sony Corporation supports the Sony Group with technology to create the entertainment of the future together with creators. For more information, visit: http://www.sony.net/

* Both Japanese words, Kando means emotion and Anshin has various meanings such as peace of mind, reassurance, reliability, and trust.