If you listen to your favorite song and suddenly get the feeling you’re hearing it for the first time, diving into the music and being surrounded by the musicians, it might be that you’re listening to 360 Reality Audio. This new immersive music format, based on MPEG-H Audio technology, brings artists and their fans closer together than ever before. Music has never been so real and so immersive. At the official launch event in New York on October 15, Sony introduced the new music format and announced the first 360 Reality Audio immersive music streaming services from Amazon Music HD, Deezer, nugs.net and TIDAL will launch this fall. Also on display at the Sony Music Hall in NYC were the first 360 Reality Audio consumer devices: the Amazon Echo Studio premium smart speaker as well as Sony headphones.