Sony: Tuning into Africa’s creative pulse

How Sony’s leadership in the Middle East and Africa is empowering African creators, deepening its regional presence and amplifying the continent’s rhythm through technology and storytelling

After nearly two decades with Sony, Jobin Joejoe has witnessed the brand’s transformation across continents and product categories: a journey defined by innovation, adaptability and a deep respect for creativity. Now, as managing director for Sony Middle East and Africa, he brings that same visionary approach to one of the world’s most dynamic growth markets.

“A defining part of Sony’s DNA has always been our ability to innovate while staying true to our core purpose: enriching lives through technology and creativity,” he says. It is a legacy that stretches back to the company’s founding, when Masaru Ibuka predicted the central role artificial intelligence would one day play in electronics—a vision that continues to guide Sony’s evolution.

Under Joejoe’s leadership, Sony has deepened its focus on Africa, with South Africa positioned as a strategic hub. “South African consumers are early adopters and trendsetters across the pan-African region,” he explains. The company’s success in the region is being driven by demand in audio and content creation, reflected in the rollout of flagship products like the Alpha 9 III mirrorless camera, the ULT Power Sound Series, and the 1000X noise-cancelling headphones.

Beyond products, Sony is investing in Africa’s creative ecosystem. Initiatives such as the Sony Creators Convention, Alpha Festival and the Sony Innovation Fund: Africa are designed to empower local talent and stimulate growth in entertainment sectors including music, film and gaming.

Joejoe recently oversaw the launch of Sony World, a dedicated online platform offering South Africans direct access to Sony’s full product portfolio: from televisions and home cinema systems to PlayStation. “This marks a major step in getting closer to our customers,” he says. “It allows for early access to global launches and a more personalised shopping experience.”

Looking ahead, he sees Africa’s youthful, tech-savvy population as a wellspring of innovation. “We want to help the next generation tell their stories,” he says.

Through partnerships with institutions like Open Window and initiatives like Alpha Femme, Sony is helping equip young and female creators with world-class tools. “By empowering diverse voices and enabling access to cutting-edge technology,” Joejoe concludes, “we’re building an ecosystem where creativity thrives.”

Bringing the ultimate sound experience to South Africa

As Sony prepares to launch its new ULT Power Sound Series in South Africa, Koji Sekiguchi, Head of Marketing for Sony Middle East and Africa, is confident the range will resonate with the continent’s passion for rhythm and celebration.

“The ULT Power Sound Series delivers massive bass and ultimate vibes—it’s about feeling the music, not just hearing it,” he says.

The launch event, set for 19 November in Johannesburg, will bring together media, influencers and consumers for an exclusive hands-on experience. “It’s a celebration of sound, energy and creativity,” Sekiguchi notes.

The entire range will also be available on Sony World, reinforcing Sony’s omnichannel presence and making it easier for consumers across South Africa to connect directly with the brand.

Sekiguchi explains that the ULT Power Sound Series was designed with Africa’s lifestyle and music culture in mind. “With genres like amapiano, bacardi, lekompo and hip hop dominating the scene, our goal was to create audio products that capture the heartbeat of these sounds,” he says.

The lineup’s standout feature—the ULT button—instantly boosts bass and sound pressure, perfect for outdoor gatherings or vibrant social settings. Durability and practicality were also key design considerations.

“We’ve incorporated IPX water- and dust resistance, long battery life, USB charging and multi-device connectivity to suit environments where power or connectivity can be inconsistent,” Sekiguchi explains.

Among the models, the ULT Field 3 and ULT Field 5 are expected to be particularly popular for their portability and robust design— ideal for beach days, braais and road trips. Meanwhile, the ULT Tower 10 will anchor home entertainment setups with lighting effects and deep, room-filling sound.

Sony is also tapping into South Africa’s thriving creative scene through local artist collaborations and influencer partnerships. “We’re engaging musicians and creators who truly understand the pulse of the audience,” Sekiguchi says. “These co-creative campaigns help showcase how our products amplify their artistry and connect with fans.”

For Sekiguchi, the ULT launch represents more than a product release—it is a cultural connection. “Music is a universal language, and in Africa it’s part of everyday life,” he reflects. “With the ULT Power Sound Series, we’re celebrating that energy: bringing people together through sound that moves them.”