High performance communications

Dolby Laboratories at Ministry of Sound:
a revolution in live music

Our campaign to engage consumers with an incredible new application of Dolby Atmos installed at the world's most famous nightclub


With Dolby Laboratories busy developing a revolutionary new application of its world-beating ‘Dolby Atmos’ technology the stage was set to introduce a completely new and immersive music experience for fans of electronic music. And what better brand and venue to partner with than London’s famous Ministry of Sound nightclub?


  • To tell the story of the project as an exciting collaboration between two incredible brands
  • To build buzz amongst the music press and fans about the amazing new sound system at London’s most famous club (and drive ticket sales for the Dolby Atmos shows)
  • To excite the consumer technology and pro audio media with a story about technology driving a new and improved experience of live music
  • To create a broad interest through the mainstream media and specialist audio press in the innovative extension of a proprietary Dolby technology


Extensive outreach to multiple media sectors generated huge interest and big column inches. Tightly organized interviews in major publications – including full pages in both The Sun and The Metro as well as a double-page spread in DJ Magazine – generated buzz across a wide mainstream audience. Private demos for journalists at Ministry of Sound generated swathes of excellent content including a plethora of videos. Lastly, for each Atmos show at the club we hosted groups of VIP journalists in the VIP, building interest in the project as well as deepening media relationships for both Dolby Labs and Ministry of Sound. A total online readership of 158 Million and an overall print readership of 8.6 Million were the result.


158m Total Online Readership
8.6m Total print readership
  • Full-page features in the UK’s best-selling newspaper and London’s most popular daily
  • Double-page spread in UK’s top dance music publication
  • Strong positive messaging throughout Tech, Lifestyle, Mainstream and Music press
Dolby Atmos at Ministry of Sound – a meeting of two great brands
World-renowned house DJ Kerri Chandler killing it in Dolby Atmos