Heralding a new age of music entertainment, the exclusive partnership between Lakefront Xperience (LFx) and TGV Cinemas was announced today. With this collaboration, a series of live-music events are set to take place at TGV Cinemas across Malaysia – therefore launching Malaysia’s first ever music touring circuit. What makes these performances distinctively different is LFx technology, which allows audiences to experience their favourite artists perform in surround sound with larger than life visuals – a world first. Local rising hip-hop star Zamaera showcased the LFx technology and will be the first to tour on this new circuit.
It is well known that “Content is King”, and with the abundance of video and audio content being so accessible, it is an international phenomenon that new genre’s of content are emerging. Experiential content is the next frontier as evidenced by the announcement that received the most excitement at this year’s Consumer Electronics Show – Sony’s take on 360 Reality Audio, a brand new format to make the music seem like it is played in front of you. Likewise, home-grown brand LFx, together with TGV Cinemas is pioneering the first-of-its-kind live music performances – making live-shows more immersive, interactive and experiential than ever before.
Created by Bryan Tan, LFx was designed with a philosophy of elevating music and performance through live music in surround sound. While music produced in surround sound is commonplace in movie scores, it has never been done for live music acts. From a technical perspective, artists wishing to perform in LFx would need to produce elements of their music in surround sound in professional studios prior to their performances. Of course, each artist will also need to design the visual element of their acts to fully utilise the massive theatre screens available to them.
Modern theatres such as TGV Cinemas not only offer convenience (in terms of ticketing and locations) and comfort but are equipped with the latest visual and sound technologies calibrated perfectly to each seat. Utilising the cinema’s surround sound capabilities and paired with larger than life visuals, each concert is designed to be an experience of musical immersion like no other.
The first artist to perform on this new platform is Zamaera. Her tour dates will be announced alongside her EP soon.