Sonny Sidhu is a Vice President at PSB Los Angeles. He leads the Media Tech group within PSB’s boutique Media & Entertainment practice, conducting brand, messaging, product, audience, and landscape research across a diverse (yet deeply interconnected) set of domains including gaming, social media, livestreaming and social video, virtual reality, digital music and video distribution, subscription-based content and ticketing services, and advanced theatrical exhibition technology. Across domains, the Media Tech team focuses on understanding how and why audiences coalesce around new technologies and platforms to engage more meaningfully with the content that drives them.
An insatiable entertainment omnivore and inveterate theorist of media change, Sonny holds a B.A. in Film and Media Studies from Swarthmore College and an M.S. in Comparative Media Studies from the Massachusetts Institute of Technology. At MIT, Sonny held research positions within the NSF-funded Imagination, Computation, and Expression Lab, and the MIT Game Lab, where he served as designer and producer for the acclaimed 2012 indie title A Slower Speed of Light. Sonny joined PSB from the world of game development, most recently serving as a designer at Insomniac Games – in addition to his work on systems, level/mission, and narrative design for Sunset Overdrive (2014) and Ratchet & Clank (2016), Sonny served as user-experience research lead for the Oculus-exclusive VR horror title Edge of Nowhere (2016).