LWE Launch Digital-Reality Event Concept

Electronic music promoters, LWE usher in a new dawn for hybrid music events. Tearing down barriers between digital and real world experiences, they invite party-goers, music fans and gamers alike, to step inside the bold new world of Tobacco Dock Virtual’s vibrant partyverse. 

Developed in partnership with Sansar, the world’s leading virtual live events platform, Tobacco Dock Virtual recreates the iconic London venue in minute detail, from the sweeping staircases to the cavernous dancefloors. Building on the traditional party experience, shows at Tobacco Dock Virtual will also offer a unique range of gaming options that amplify and enhance experience. Pre-parties and after-parties will also surround the main shows, introducing fans to robust live entertainment. 

For the first time ever, Sansar are making their platform available on mobile, MAC, tablet, PC, or VR through the Sansar app or any browser. – without need for specialist equipment – making events at Tobacco Dock Virtual accessible regardless of age or location, and across a wide range of technologies and devices. Live-stream and media partner, Beatport, will also broadcast sets across Facebook, Youtube, Twitch and Beatport.com.

Setting Tobacco Dock Virtual apart from other VR projects, plans are in progress to host multi-platform parties that can take place in real time. Once live events are able to commence safely, shows will take place across the physical and virtual venue simultaneously as well as integrations with select mobile gaming platforms.

LWE’s recent Junction 2: Connections event partnered with Gameloft’s popular racing game, Asphalt. Offering direct access to streamed DJ sets from within the Asphalt game, those simply viewing the stream were given access to the game functions, where they could engage, interact and compete with players across the globe. This attracted an audience of 3.1 million globally – unheard-of audience figures for underground electronic music.

Later this year, LWE plan to merge all three platforms – virtual, gaming and real life – creating windows and pathways between worlds for a never-before-seen level of connectivity and engagement, ushering in a new generation of hybrid music events.

Excited to reveal the details for this new project, LWE Director, Paul Jack said “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. Tobacco Dock has hosted some of our most exciting shows and led the way in the UK for vast daytime events. 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, says, “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.” 

Tobacco Dock Commercial Director,  Jonathan Read adds “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. It is a bold new step on our journey to make Tobacco Dock a global destination for music, cultural, fashion and tech events.”

Details for the opening weekend at Tobacco Dock Virtual will be revealed on Tuesday 16th February. The opening weekend will feature some of the planet’s biggest party brands and a programme of globally acclaimed artists and exciting new sounds.

Create your Tobacco Dock Virtual account at www.tobaccodockvirtual.com