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LWE will merge Digital & Real Life events with Tobacco Dock Virtual


Electronic music promoters, LWE are bringing a new dawn for hybrid music events as they announce Tobacco Dock Virtual.

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 party verse. 

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 the experience. Pre-parties and after-parties will also surround the main shows, introducing fans to robust live entertainment. 

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.

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.

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

Grahame Farmer

Grahame Farmer’s love affair with electronic music goes back to the mid-90s when he first began to venture into the UK’s beloved rave culture, finding himself interlaced with some of the country’s most seminal club spaces. A trip to dance music’s anointed holy ground of Ibiza in 1997 then cemented his sense of purpose and laid the foundations for what was to come over the next few decades of his marriage to the music industry.

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