After Sony acquired CBS Records, its debut in the U.S. market struggled, but the path it opened up was a cross-platform strategy known as “Magic” and “Logic.”
Against the backdrop of the establishment of CBS/Sony, the Sony Group acquired CBS Records. After the acquisition, its debut in the U.S. market did not progress as planned, leaving challenges for its expansion there.
The company therefore strengthened a media-mix strategy that made cross-platform use of television, film, commercials and other media, rather than relying solely on music, in an effort to create a foundation for producing hits. This became the core of its subsequent strategy, driving initiatives in new forms of expression and thinking known as “Magic” and “Logic.”
These initiatives are said to have strengthened the company's brand by integrating and using multiple forms of content rather than relying on a single work or medium. Against this backdrop, the article portrays one aspect of Sony's strategic shift in its overseas expansion.