London, UK — November 30, 2011 —
In order to create maximum impact among the many trucks thundering along the Italian Autostrada, the new All Access sound production consortium has created high-impact custom livery for one of its semis, specifically to promote its new MLA (Multi-cellular Loudspeaker Array) rig and the Martin Audio brand.
In addition to adding value to the groundbreaking array system, it will enable them to sub-rent the rig in conjunction with its own dedicated truck.
The idea was floated by one of the partners, Electra Service owner Roberto Buttarelli, and soon All Access was modifying an existing 52 foot semi which is purpose-designed to hold at least a 112-enclosure system comprising MLA tops and MLX subs.
All Access received full support from Martin Audio’s Italian distributor, Audiosales, who funded the truck’s customization sensing that this could be a big opportunity to advertise both the MLA system and the Martin Audio brand. “We knew the truck would be regularly travelling around Italy and have high visibility during the shows and festivals,” stated Audiosales owner, Stefano Rocchi.
The new MLA semi will be based at Electra Service HQ in Viadana (MN) where all the audio components and accessories are warehoused (including the variable speed chain hoists by Lodestar JJ Varistar, with automation and motion software control by Fulling & Partner GmbH).
The new truck has already enjoyed high usage since the All Access consortium invested in their first 72 enclosures this spring for the Subsonica tour.
In addition to the Subsonica dates, it has also been seen this summer at the Upper Park Festival in Bologna, Traffic Festival in Torino, Summer Festival in Lucca, as well as two Elton John Italian shows, Ricky Martin at the Verona’s Arena, Radio Bruno tour, Independent Day in Bologna, Litfiba tour and with DJ Tiësto in Reggio Emilia.
For more about Martin Audio, please click to www.martin-audio.com.