For the past two years, Sony Electronics and 3x Grammy® winner Olivia Rodrigo have worked together in a partnership that reflects Sony's larger mission — to create authentic music experiences that bring artists and fans closer together with amazing personal audio technology. The initiative called "For The Music" and the Rodrigo/LinkBuds story is a perfect example of how hands-on, multi-layered collaborations bring Sony's mission to life.
At the heart of this partnership is the Sony LinkBuds – a series of noise-cancelling wireless earbuds designed to blend seamlessly into your life, whether you're online or out in the world. Rodrigo is not just a simple face of the campaign; he has been actively involved in the creative development of the product since early 2023.
After last year's successful collaboration with Olivia Rodrigo x LinkBuds S, Sony and Rodrigo are launching two customized products in 2024.
Working closely with Sony and with the help of his producer Dan Nigro, Rodrigo helped create the custom Olivia Rodrigo x LinkBuds Fit and LinkBuds Open models with fans (known as 'Livies') in mind. His earbuds are tuned with custom EQ (equalizer) settings that provide an optimal sonic listening experience for his two chart-topping albums, SOUR and GUTS. And of course, it has a color that resembles Rodrigo's signature color: a vibrant violet that he has loved since childhood, a color associated with magic, mystery, and the beauty of nature.
Sony went full throttle for the partnership, launching a dynamic ad campaign — conceptualized with Rodrigo — showing him spelling the New York City subway (filmed at the New York Transit Museum). The campaign, directed by Andrew Thomas Huang, captures the energy and vibe of the city, while highlighting how LinkBuds fit into Rodrigo's world and life in the Big Apple as a youngster.
They also partnered with the MTA, an iconic part of the city, to release a limited-edition MetroCard featuring Rodrigo wearing his violet LinkBuds Fit — one of the last custom MetroCards released before the MTA went contactless.
To top it off, Sony organized a unique VIP pop-up event for Rodrigo's custom LinkBuds on December 3 in New York City. They transformed a former subway station on the Lower East Side into a purple-hued wonderland, complete with immersive experiences and hints at the city's famous MTA system. Fans got exclusive merch, had a portrait painted by a subway artist, and got a tarot reading connected to the iconic sashes in his “obsessed” music video. Rodrigo came in person, shared his excitement about the partnership, and hosted a special meet and greet for the lucky group of fans.
The LinkBuds partnership between Olivia Rodrigo and Sony shows how the boundaries of music and technology can be expanded for fans. There are experiences beyond just listening to a song – this collaboration celebrates the connection fans have with artists, the experience of their music, and the sharing of contagious energy with others. Sony LinkBuds are just the beginning of how music comes alive with cutting-edge technology.
