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April 11, 2008

Sony Signs Sponsorship Contract with Lang Lang

World-Renowned Pianist to Promote Sony Brand Globally

Sony Corporation today announced that it has signed a three-year sponsorship agreement with world renowned classical pianist Lang Lang. Through this relationship, which officially began on April 1, 2008, Lang Lang will appear in Sony events and campaigns and use the company products to enhance and promote the Sony brand throughout the world, with a particular focus on China, his home country. Lang Lang personally enjoys using a wide range of Sony products, and will draw on his keen interest in electronics and technology to actively collaborate in their promotion.
Lang Lang, 25, has gained widespread popularity and critical acclaim throughout the classical music industry for his breathtaking talent, exquisite technique and unique charisma. His expressive playing style and captivating performances have extended his appeal beyond traditional classical music lovers to wide audiences, including younger listeners.
"As a global leader in the electronics and entertainment industries, Sony is delighted to welcome Lang Lang as a 'brand ambassador' who can reach and connect with audiences around the world," said Sir Howard Stringer, Chairman and CEO, Sony Corporation. "Lang Lang has legions of fans representing diverse cultures and interests, and is especially adored in his home country of China. He is uniquely positioned to introduce a wide range of Sony products and services and dazzle a new generation of Sony fans."
"I am thrilled to have the opportunity to represent Sony and its products," said Lang Lang. "I am a long-time Sony user, and am looking forward to the opportunity to bring the excitement and joy of music through Sony's cutting-edge technologies" Lang Lang will travel the world along with many Sony products such as its High-Definition products to share his experiences with fans via his website and its Walkman™ and noise-canceling headphones so he can enjoy his favorite music even while on the plane.
Lang Lang began playing piano at the age of 3, won the Shenyang competition and gave his first public recital at the age of 5. When he was 9 he entered Beijing's Central Music Conservatory. He went on to win first prize at the Tchaikovsky International Young Musicians Competition and played the complete 24 Etudes of Chopin at the Beijing Concert Hall at 13. At 17, Lang Lang's break into stardom came when he was called upon for a dramatic last-minute substitution at the "Gala of the Century" where he played the Tchaikovsky Concerto with the Chicago Symphony.
In addition to his demanding concert schedule, Lang Lang is engaged in various music education programs that communicate the excitement of classical music to children around the world. He also hosts events that aim to provide an enjoyable approach to learning the piano. Lang Lang's activities extend beyond the field of music, and in 2004 he was appointed International Goodwill Ambassador to the United Nations Children's Fund (UNICEF).
In 2007, as a result of his enormous popularity with children Lang Lang was appointed International Goodwill Ambassador to the United Nations Children's Fund (UNICEF). Steinway created the "Lang Lang Steinway" designed in 5 different types for the early musical education of children. This is the first time Steinway has used an artist's name to produce pianos in its 150 year history.
Lang Lang currently serves on the Weill Music Institute (WMI) Advisory Committee as part of Carnegie Hall's educational program and is the youngest member of Carnegie Hall's Artistic Advisory Board.

About Sony Corporation

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $70 billion for the fiscal year ended March 31, 2007. Sony Global Web Site: http://www.sony.net/





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