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How We Made Music Accessible with Sony Music UK
Bringing inclusivity to mainstream music with British Sign Language (BSL) video translation
When Sony Music UK partnered with Sign Language Direct, their goal was clear – to make their new music videos fully accessible to Deaf and Hard-of-Hearing audiences. Our team delivered professional British Sign Language (BSL) and American Sign Language (ASL) interpretations, perfectly synced to the rhythm and emotion of each track.
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The Challenge: Bringing Accessibility to Music Videos
Music is universal – but not always accessible. Sony Music UK wanted to change that by ensuring Deaf audiences could experience both the lyrics and emotions of two hit songs: Nothing and For The First Time. With a tight deadline to coincide with Deaf Awareness Week 2025, and limited availability of interpreters experienced in on-camera music performance, timing and quality were everything.
Our Approach: Collaboration, Precision, and Passion
We selected two outstanding interpreters – Radha (BSL) and Daniel (ASL) – and filmed their performances in professional studios, integrating the footage directly into Sony’s final edit. Using Sony’s Ci Media Cloud, our teams worked across UK and US time zones to record, sync, and deliver polished, inclusive videos on schedule.
The Results: Music Without Barriers
Four sign language-embedded videos were released globally on YouTube, viewed by millions and celebrated as a milestone for accessible media. Sony Music UK’s Digital Coordinator, Leo Cerendu, praised the collaboration for aligning perfectly with their inclusivity goals – proving that accessibility and creativity go hand in hand.
Lessons and Takeaways
● Plan interpreter scheduling early — expertise in performance interpretation is in high demand.
● Close coordination between interpreters, editors, and clients ensures authentic timing and delivery.
● Accessibility projects thrive when creative and technical teams collaborate from the start.
Inclusion in Every Beat
This project showcases what’s possible when accessibility is built into the creative process. From global entertainment brands to local charities, Sign Language Direct helps every client make their message inclusive, emotional, and universal.
Make Your Content Accessible
Ready to make your videos inclusive? Whether you’re a record label, charity, or creative agency, our expert team can bring your content to life with sign language video translation and BSL interpretation.
FAQ: Sign Language for Music Videos
We embed professional British Sign Language (BSL) and American Sign Language (ASL) interpreters directly into music videos. Their performances are filmed in sync with the rhythm and lyrics, then integrated into the final edit — so Deaf and Hard-of-Hearing audiences can experience the emotion and story of the song.
BSL music video translation involves interpreting a song’s lyrics, tone, and emotion into British Sign Language, performed by skilled interpreters. It’s more than translation — it’s artistic expression that matches the music’s rhythm and meaning.
Adding sign language makes music inclusive. It allows Deaf audiences to connect emotionally with songs, promotes equality, and shows a brand’s commitment to accessibility and diversity.
Absolutely. Whether you’re a global brand, charity, or creative agency, we can integrate BSL interpreters into your videos — from promotional clips to full-length productions — ensuring your content is accessible to everyone.
We partner with a wide range of clients — from major entertainment brands like Sony Music UK to small charities, schools, and startups — all united by a shared goal: to make communication inclusive for all audiences.
