Smells like Atmos to me: https://www.theverge.com/2019/10/15/20915250/sony-360-reality-audio-release-date-amazon-partners
The format involves object-based spatial audio that places various elements of a music track around the listener in a virtual spherical environment. The experience is designed to replicate live music, with instruments and vocals coming from different directions.
Sony has partnered with Amazon Music HD, Deezer, Tidal, and nugs.net.