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Hi-res and surround-sound music is one of the key points of competition between Amazon Music and Apple Music. As the CES technology show gets underway in Las Vegas, we’re getting a sense of how Amazon sees this developing.

It has teamed up with Fraunhofer IIS to show off 360 Reality Audio music being played in cars. Well, one car: a demonstration Audi e-tron with a ‘production 3D sound system’ on board. It’s the first time Amazon Music has showed its immersive audio being streamed to a vehicle, using Fraunhofer’s MPEG-H Audio standard and Sony’s 360 Reality Audio format.

This being a demonstration, it’s not something people can take advantage of in their own cars just yet, but it shows how Amazon Music (but also, certainly, its key streaming rivals) sees the car as the next frontier for hi-res music.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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