Sony, the leading consumer electronics brand, has announced its joint venture with the Rotana Audio Visual Group for the launch of the first 3D Arabic music video featuring one of the region’s most loved singing stars, Najwa Karam.

Najwa Karam was chosen to feature in the clip for her distinct Arabic flair with a contemporary twist that fits well with modern 3D technology. She is one of the most successful singers within the Middle East, having participated in numerous festivals and concerts around the globe and received a number of awards in the field of music. She is also a member of the jury for ‘Arabs Got Talent,’ the extremely successful and popular talent show in the Middle East.

Audiences got the first look at the 3D version of the music video of Karam’s song titled ‘Ma Fi Nom’ at an exclusive premiere in Beirut. Enthusiasts can now view the 3D music video across 600 Sony outlet stores throughout the Middle East and North Africa.

Osamu Miura, managing director, Sony Gulf, said: “This collaboration is in essence the beginning of a very exciting journey in the Arab entertainment industry and we are very proud to be involved in such a significant way. The lack of exciting local content for the Middle East market is the one thing that stands in the way of a wider adoption of 3D. So, we are very happy to partner with Rotana, the Arab world’s largest music label and are grateful to Rotana for signing up the Arab world’s number one music sensation Najwa Karam to create with us the world’s first 3D Arabic Music Video.

“Quality 3D programming is vital to boost an increased adoption of the technology. Sony is uniquely poised to drive the popularity of 3D through its thorough understanding of the technology. As a consumer electronics manufacturer, Sony pioneered the development of 3D technology and is now a global leader in 3D products and technology. This venture marks Sony’s foray into 3D content development in the Middle East, creating a strong foundation for 360-degree integration of Sony 3D technology in this market.”

Speaking at the event, Hady Hajjar, executive marketing manager, Rotana Audio Sector, commented: “Sony’s vast and superior understanding of every aspect of 3D technology automatically made them the ideal partner to create the first 3D Arabic music video and we are extremely happy to bring the excitement of 3D to the Arab music world with Sony’s cutting-edge technologies.”

This landmark joint venture to produce Najwa Karam’s debut 3D music video begins an era of 3D production in the region and reinforces Sony’s commitment to promoting 3D technology and maintaining its position as an industry leader and original content producer. Through the premiere of this 3D music video, Sony now boasts a holistic 3D portfolio realising Sony’s 3D World proposition that promises an end-to-end 3D experience. -  TradeArabia News Service