UMG'S CAR TUNES

The next time a Universal Music artist is debating the merits of a particular mix, they’ll be able to give it a test ride in a Mercedes.

“This important step in the history of recorded music is the culmination of years of working with our partners at Dolby to develop the Dolby Atmos Music format so we can provide our artists with an even wider palette for their creative expression,” said UMG Chairman and CEO Sir Lucian Grainge. “With Mercedes, a company that shares our passion for quality and innovation, fans can now enjoy our artists’ music in Mercedes cars in a way that virtually transports them to the recording studio or live stage.”

UMG, Apple Music and Mercedes-Benz are collaborating on the program, which will affect how music is played back in a car, introducing the seal “Approved in a Mercedes-Benz” as a gold standard of sound. UMG also plans to set up a studio environment in Sindelfingen, Germany, based on its Capitol Studios’ Studio C, a major global reference facility for Dolby Atmos mixing.

The collaboration builds on the integration of Dolby Atmos immersive audio into the optional Burmester 4D and 3D sound systems offered in Mercedes-Benz vehicles. Mercedes will provide UMG with vehicles equipped with the high-end system to review mixes. Dolby Atmos will first be available in the Mercedes-Maybach S-Class, the Mercedes-Benz S-Class and the EQE, EQE SUV, EQS and EQS SUV.

UMG already encourages its artists and record labels to produce music mixed in Dolby Atmos immersive audio. The HITS staff, meanwhile, is still trying to get a jammed Yanni cassette out of the company’s ’91 Toyota Celica.