Music Matters Productions describes itself as “a one-stop event production shop.” The Georgia-based company specializes in high-end audio-visual for festivals, activations, cruises, and more. Faced with creating socially distanced and virtual events, Music Matters launched an In the Round virtual performance space. “Our creators worked overtime to figure out the best way to fill the void left by in-person events,” explains owner and Production Designer Aaron Soriero. “We missed the stages, the lights, the crowds, and the music.” In the end, it was a no-brainer. “We knew we had to do something to help in getting events back in front of crowds in a safe capacity.”
“In the Round is a unique experience for fans and artists alike,” says Nauman Lalani, Director of Special Projects. “There is a full 360° 15-foot LED wall, full lighting and sound package. Along with the technology for any livestreaming need, it’s perfect for hosting a virtual show with fans or filming a music video or segment.”
Music Matters also built a new control room. “It was a necessary pivot brought on by the pandemic,” shares Lalani. “We needed a dedicated hub for all things video related to the In the Round.” The team ran 12G SDI cables from the performance space to the conference room along with communication and ethernet lines. This provided control over all aspects of video.
When Music Matters needed a switcher to handle 3840x2160 inputs and outputs, they chose the Roland V-600UHD. “After looking at the options, the V-600UHD was the choice,” says Lalani. It delivers streams in 4K along with receiving multiple 4K inputs from cameras and output a single 4K video signal.”
“We purchased the V-600UHD to deploy it in a variety of events,” says Soriero. “We have the Roland video switcher along with production monitors and a controller. This is the brain of the broadcast,” says Lalani. “The program goes from the switcher through our chain to whichever content delivery platform the client prefers.”
Some benefits were a pleasant surprise. “One of the biggest bonuses we noticed during a livestream was the ability to add lower thirds instantaneously,” recalls Lalani. “The V-600UHD allowed us to plug a flash drive with the content right in and key on top of the cameras. This is great for our artists and allows key branding moments throughout streaming.”
In the Round was an immediate hit. Soriero explains, “We birthed it out of curiosity and ingenuity. With Levittron Concepts, we conceptualized, rendered, and constructed a structure for virtual events.” Recent clients include Perpetual Groove and Wale as well as video shoots for Jack Harlow and DaniLeigh. Another highlight was a segment with 2Chainz for The Tonight Show with Jimmy Fallon. “There is great energy inside of the space. The picture and sound quality blow bands and artists away,” Lalani enthuses. “It’s been a fun ride. We’re excited to continue hosting clients for their video shoots and events in the coming months.”
