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M3D Makes a Splash in Rio
If you want to introduce a new product to youthful consumers in Brazil, what better way to make a big splash than to stage free concerts featuring some of the country's music superstars? Unilever subsidiary Lux Skincare, which was casting about for a way to launch "Péola Negra" ("Black Pearl") – a new soap especially formulated for cellular renovation and resuscitation of dark skin – figured the strategy was a winner. So, they sponsored this year's "Lux in Concert" series to the tune of roughly $3.4 million. The first concert was held right on the sands of Rio de Janeiro's famed Ipanema beach, where Milton Nasciamento, Jorge Ben Jor, Luciana Mello and others performed for some 60,000 revelers with a self-powered Meyer Sound system featuring eighteen M3D Line Array loudspeakers. "The M3D was perfect for a situation like this," says Márcio Pilot of São Paulo-based Loudness Sonorização, the system provider. "It was a huge crowd in an open-air venue, and we wanted to maintain high quality sound to the entire audience, which stretched quite a long distance down the beach. The M3D was the perfect choice. It's very simple to hang and align, and the results are always better than any other sound system I've ever heard." The all-Meyer front-of-house system included ten 650-P High-Power subwoofers and four MSL-4 Horn-Loaded Long-Throw loudspeakers for down fill. An LD-1A Line Driver and three CP-10 Complementary Phase Parametric equalizers performed signal distribution and equalization, with the entire system monitored by the RMS Remote Monitoring system. The stage monitoring system included a dozen each of the UM-1C UltraMonitors, with four each MSL-4 and DS-2P Horn-Loaded Mid-Bass loudspeaker for side fills. Nha Marin, monitor mixer for Milton Nasciamento, was thrilled by what he heard from the concerts other acts when he was out front, and was equally satisfied with what he had to work with on the stage. "I had known about Meyer Sound systems from some earlier tours of Europe," he says, "and I've been a huge fan of the company's products since then. For me, they set the quality standard for the world. They had an M3D system at the Montreux Jazz Festival last year, and I fell in love with it when we used it there. For the Lux concert in Rio, Loudness had their system perfectly aligned. The sound was strong and clear, and the coverage down the beach was incredible." Regarding the monitor system, Marin noted that the Meyer Sound systems "had fantastic quality, and were great for any function on the stage, including drums and percussion." The week after its Rio debut, the Lux in Concert program traveled to the Sambódromo in São Paulo, Brazil's largest city, where Loudness Sonorização once again deployed their Meyer Sound M3D system to bring more music (and their subtle marketing message) to more than 30,000 young Brazilians. Crew chief for the concerts was Celson Prado, assisted by fellow SIM System II FFT analyzer operator Ricardo Oliveira. Other members of the Loudness crew were Milton Santos, Rodrigo Royal and José Luis Pereira da Silva. October, 2002 |
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