Sony has tapped Post Malone as the face (and voice) of its new ULT POWER SOUND Series, the latest volley in its “For The Music” campaign and a not-so-quiet reminder that the consumer audio wars are far from over. The partnership kicks off this month with the launch of Sony’s new ULT POWER SOUND line—speakers and headphones engineered to shake your walls, rattle your fillings, and make you feel like Posty is crooning right next to your vape pen.

“I’ve always wanted the music to feel personal,” said Malone, “and this partnership with Sony is a chance to create something that brings people closer to the music in a real way.” Translation: we’re turning the bass up to emotionally destabilizing levels and letting the face tattoos do the talking.

Sony’s betting big on what it’s calling “ULT” sound—a branding flourish that suggests ultimate without actually having to share the word with Marvel. The series is designed to deliver “powerful, deep sound for live performance-like intensity,” which is perfect if you’ve ever wanted your neighbor’s brunch playlist to sound like a Coachella soundcheck.

For Post Malone, this is more than a standard celebrity endorsement. He’s quietly been building a savvy portfolio of brand alignments, from Bud Light and Crocs (the collabs that built the house) to HyperX and Raising Cane’s. Now, he’s sliding into the premium audio space—one of the few consumer electronics verticals where music still matters as much as tech specs. For Sony, it’s a play for cultural heat, sonic credibility, and TikTok virality all at once.