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 years Consumer Electronics Show – Sony’s take on 360 Reality Audio, a brand new format to make music seem like it is played in front of you.

Likewise, home-grown brand LFx, together with TGV Cinemas are 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.

Bryan Tan CEO of Lakefront Records, said,

“Music is personal to many and often times watching a live performance is life changing.

“True to our core belief of developing content to excite and inspire, we believe the Lakefront Experience will be unforgettable.”

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.

For the audience, live shows no longer need to be crowded spaces and overnight camping with the risk of being trampled – but can be as simple going for a movie.

For performers, LFx brings ‘plug and play’ technology to the table, allowing live-music performers to setup and perform in any TGV Cinemas’ location within Malaysia, and allowing them to tour the nation easily.

Tan continues,

“Touring is always such a huge and costly endeavour, but together with TGV Cinemas we are able to make these live music performances more accessible and cost-effective for not only the performers but also the audience.”

Kabir AriffSultan, TGV Cinemas General Manager of Marketing and Operations, said,

“We are proud to partner with Lakefront Xperience who like us, strive to provide our customers with memorable experiences that leave them wanting more.

“This innovative concept is a game -changer that allows the local music industry to reach a nationwide audience, and for more Malaysians to experience a medium that is so familiar but in a brand new way.

“Live music in our cinema halls is going to be a fantastic adventure – one that is brimming with potential as a new pillar in TGV’s efforts to offer a total entertainment experience to the Malaysian public.”

The first artist to perform on this new platform is Zamaera. Her tour dates will be announced alongside her EP soon.