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LWE partners with Sansar for Tobacco Dock Virtual

London-based electronic music promoter LWE has launched Tobacco Dock Virtual, a virtual-world recreation of the Wapping venue of the same name.

Created by Sansar, the virtual live events platform behind other digital venues including Lost Horizon and Melatopia festival, Tobacco Dock Virtual replicates the 16,000m² Tobacco Dock in “minute detail, from the sweeping staircases to the cavernous dancefloors”, says LWE, which will organise shows, parties and interactive experiences in the new venue.

LWE has previous organised virtual concert experiences, taking its Junction 2 festival online first as J2v last summer and then as Junction 2: Connections earlier this month. The latter event integrated with popular racing game Asphalt, with Asphalt players able to stream DJ sets from within the game, and attracted an audience of 3.1 million people globally.

The long-term plan for Tobacco Dock Virtual (TDv) is hybrid, the promoter says, with a merging of “all three platforms: virtual, gaming and real” and shows taking place simultaneously virtually, physically and in mobile video games.

“TDv is our next step in the evolution of LWE and the development of our long-term event concepts, where we see virtual worlds sitting alongside the real world,” says LWE director Paul Jack. “Tobacco Dock has hosted some of our most exciting shows and led the way in the UK for vast daytime events.

“LWE is creating an entirely new event experience for fans”

“This next step on our journey will pave the way for hybrid events within a fully immersive digital and physical space, providing a huge new platform to showcase music.”

Sheri Bryant, president of Sansar, adds: “LWE is creating an entirely new event experience for fans with their series of epic 2021 shows in Sansar across multiple digital platforms and in real life simultaneously. They are leading the charge of innovation across the music industry. We couldn’t be more proud than to be their virtual event partner, providing them with the technology to do so.”

Details for the opening weekend at Tobacco Dock Virtual will be announced on Tuesday 9 February, promising “some of the planet’s biggest party brands and a programme of globally acclaimed artists and exciting new sounds” across mobile, PC, Mac and VR. In the meantime, fans are encouraged to create a TDv account at www.tobaccodockvirtual.com.

“Tobacco Dock is excited to be working alongside our long-term partner LWE to develop a cutting-edge virtual venue that will enable remote audiences to have a truly immersive, rich experience with the attributes of being present without the travel,” says Tobacco Dock commercial director Jonathan Read. “It is a bold new step on our journey to make Tobacco Dock a global destination for music, cultural, fashion and tech events.”

 


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Virtual worlds created for dance music festivals

Belgian mega festival Tomorrowland and London’s Junction 2 festival are among events to create 3D, virtual worlds for their fans to navigate, keeping the festival spirit alive despite the restrictions of lockdown.

The 70,000-cap. flagship edition of electronic music festival franchise Tomorrowland was set to take place across two weekends in July in Boom, Belgium, featuring acts including Eric Prydz, David Guetta, Marshmello, Amelie Lens, Afrojack, Helena Hauff and Maceo Plex.



With the real-life edition called off, organisers have set up Tomorrowland Around the World, a two-day, virtual event taking place from 25 to 26 July. Festivalgoers will be able to navigate through the eight-stage festival site on a PC, laptop, smartphone or tablet.

In addition to exclusive music content, attendees will have access to a range of interactive activities such as webinars, games and workshops related to lifestyle, food, fashion and the Tomorrowland Foundation.

“Tomorrowland Around The World is the result of a gigantic team effort of hundreds of people who are working around the clock to create a never-before-seen interactive entertainment experience,” comments Tomorrowland co-founder Michiel Beers. “We hope that hundreds of thousands of people will unite in a responsible way and that small Tomorrowland gatherings at people’s homes will be organised.

“Especially during the weekend where normally Tomorrowland Belgium would take place, we really have the power to unite the world.”

“We hope that hundreds of thousands of people will unite in a responsible way and that small Tomorrowland gatherings at people’s homes will be organised”

The line-up for Tomorrowland Around the World will be announced on 15 June, with tickets becoming available from 18 June. Day tickets cost €12.50 and full weekend access is priced at €20.

Junction 2, promoted by London’s LWE and part of U-Live, is another electronic music event forging ahead in a virtual realm.

In lieu of 30,000 music fans descending on the west London festival site from 5 to 6 June to see acts including Jon Hopkins, Four Tet, Amelie Lens, Nina Kraviz, Honey Dijon and Maceo Plex, organisers have announced the virtual J2v event, which will take place from 4 p.m. to 10 p.m. BST on 6 June.

Fans will be able to access an online, 3D festival world, with three stages and space to “roam” and interact with fellow attendees via a private chatroom. The J2v website will act as the central hub, although festivalgoers can join via social media and listen via webcast or radio.

Those performing at J2v include Adam Beyer, Daniel Avery and Shanti Celeste.

Jv2 will also raise funds for charities Care Workers Charity, Refuge, The Outside Project, Trussell Trust foodbanks and Stand Up To Racism via merch sales, mail-order bar service and fan donations.

Photo: Julian Dael/Wikimedia Commons (CC BY-SA 4.0)

 


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Printworks announces launch line-up

New London venue Printworks has revealed details of Issue 001, its inaugural concert series, scheduled for next February.

The 5,000-cap. venue – which, as reported by IQ last month, comprises six performance spaces in a 16-acre former newspaper printworks in east London’s Docklands – is currently awaiting planning permission for a “culture, music and arts space”, but is apparently confident enough it will be approved to announce a line-up of weekly programming up to the end of April.

Highlights include a Seth Troxler-headlined launch “extravaganza” on 4 February; a Snowbombing-presented event on 11 Feb (Snowboming promoter Broadwick Live is, with LWE, programming the venue); Nina Kraviz on 25 March; and a Melt Festival party on 18 March, headlined by techno DJ Chris Liebing.

A full line-up can be viewed on the Printworks website.

“Making the most of Printworks’ unique setting, bizarre and curious machinery will be left in situ”

Each event will run for ten hours, from midday to 10pm, across two rooms, taking full advantage of the venue’s former life as a Metro and Evening Standard printing facility.

“Making the most of Printworks’ unique setting,” says LWE, “bizarre and curious machinery will be left in situ, and the soundproofed main space allows for those attending the events to enjoy the music without disturbing the local community. Each event will benefit from bespoke production with fully-fitted L-Acoustic and SB28 loudspeakers, custom-designed mechanical lighting truss and over 100 lasers and spotlights to illuminate the dramatic industrial features.”

Local residents will be eligible for 50 free tickets to all ticketed events, and have access to a space within the venue dedicated to community use.

 


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