For Gen Z, music isn’t something you press play on and forget about. It’s how you arrive, how you leave. How you survive a commute, turn a flat into a party, or carve out a little quiet in a very loud world that rarely slows down. Sound is personal, social and deeply expressive, and the devices that deliver it need to do more than just work. They need to move with you, flex with your lifestyle, and look good doing it.
This generation doesn’t separate sound from life. It travels between spaces, moods and moments, often in the same day, moving from packed taxis to open-plan offices, campus lawns to late nights at home. One minute it’s bass-heavy playlists filling a room, the next it’s headphones on, world off. Designing for Gen Z means recognising that audio isn’t static. It’s mobile, emotional and constantly evolving.
That’s where Sony’s latest audio lineup comes in, built around three things that matter most to this audience: style, portability and expression.
Sound that fits your life
Sometimes, immersion is the goal. Other times, staying aware matters just as much.
The newly launched LinkBuds Clip Open Earbuds offer a fresh approach to personal audio with a distinctive C-shaped, open-ear design that fits comfortably without blocking out the world. Built for movement and multitasking, they feature DSEE music upscaling, 360 Reality Audio, multipoint connection and up to 37 hours of battery life with quick charging. Available in Black, Green, Lavender and Greige, they reflect something Gen Z values deeply: the freedom to choose how sound fits into their day and their identity.
When it’s time to tune everything else out, the WH-1000XM6 headphones step in. With advanced noise cancelling powered by real-time processing, refined sound quality developed with mastering engineers and exceptional call clarity, they’re built for long commutes, busy environments and moments that demand focus. Fast charging delivers up to three hours of listening from just three minutes, while a 30-hour battery life keeps things moving.
Available for R9,999.00 at Sony World.
Sound that sets the mood (and the room)
Social moments still matter. From spontaneous get-togethers to full-blown house parties, Gen Z wants sound that plays music and shifts the atmosphere.
The ULT TOWER 9AC is designed to do exactly that. With massive bass, powerful sound pressure and 360° Party Sound, it’s built to take centre stage. A single press of the ULT button unlocks deeper or punchier bass modes, while features like karaoke and guitar inputs lean fully into shared, high-energy experiences. This is the sound that turns listening into an event.
Available for R14,999.00 at Sony World.
For smaller spaces and more flexible moments, the ULT FIELD 5 brings immersive sound in a more compact form. Enhanced bass, two ULT sound modes and a subtle 360° Party Light allow it to move seamlessly from relaxed daytime listening to evening energy. It’s audio that adapts to the moment, rather than dictating it.
Available for R5,999.00 at Sony World.
Sound that moves with you
Gen Z doesn’t stay still for long, and their sound needs to keep up. Portability isn’t a nice-to-have. It’s essential.
The ULT FIELD 3 delivers powerful low-end sound from a compact, durable design. Waterproof, dustproof and rust-resistant, it’s just as comfortable poolside as it is in a park, at an outdoor braai, or tossed into a backpack for wherever the day ends up. It even doubles as a power bank, because someone always forgets to charge their phone, and plugs aren’t always guaranteed.
Available for R3,499.00 at Sony World.
It’s proof that great sound doesn’t need to be precious.
Designed for real expression
According to Jobin Joejoe, Managing Director of Sony Middle East and Africa, designing for Gen Z starts with listening, “Today’s generation uses sound as a form of self-expression. Our role is to create products that support how they live, connect and express themselves, whether that’s through bold design, immersive sound or technology that fits seamlessly into their everyday lives.”
That thinking runs through Sony’s audio ecosystem. It isn’t about prescribing one way to listen, but about giving people the tools to shape sound around their lives.
The post Welcome to a World Where Style, Sound, Self-Expression and Sony Meet appeared first on Entertainment SA.
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