Music is Live 2021: Safe, Fun, AWEsome Held on 27 September, this long-awaited, high-profile event made a powerful impact with its line-up of Hong Kong’s hottest stars, including Terence Lam, Keung To, Jer Lau and Tyson Yoshi, all of whom performed at AWE in a spectacular night of greatest hits.   In compliance with the safety measures specified by Hong Kong’s Prevention and Control of Disease Ordinance, AWE offered sufficient space for guests’ pre-registration and social distancing. Thanks to well-planned routing and an ample pre-function area, this full-house event smoothly admitted an audience of 8,500. To make the experience even more convenient, AWE collaborated with MTRC to increase the train frequency at peak hours and provided free shuttle buses between the venue and nearby car parks.   Adding New Value with Mobile Studio To crank up the excitement and ensure a truly fun-filled night, AWE also deployed its innovative new Mobile Studio at Music is Live 2021, enabling a DJ to interact with fans in the main lobby. This fully equipped and moveable Mobile Studio was also used to broadcast interviews to the venue’s mega TV wall and to a live feed on the organiser’s Facebook page. By extending the engagement from in-venue to online, the organiser was able to attract even more attention and build momentum before the show started. This O2O application was the perfect showcase of AWE’s dynamic new hybrid facilities, which now make it simple for conferences and exhibitions to engage with even wider audiences beyond the venue.   Upgraded, Smarter Facilities for Even More Convenience As part of AWE’s HK$600 million renovation project, the newly upgraded backstage areas were the perfect fit for Music is Live 2021. Its lavish facilities and stylish design made it a hotspot for artist selfies and group photos!   The enhanced washrooms at AWE were also a huge hit. Knowing that some events attract a higher ratio of female visitors, AWE has designed 75% of its male washrooms with the smart ability to convert to female washrooms as needed. At Music is Live 2021, this helped to reduce queues at women’s washrooms and greatly improved the overall guest experience. Exceptional Opportunities for Event Organisers   To support event organisers staging activities in Hong Kong, the Government’s latest Policy Address announced the extension of the Convention & Exhibition Industry Subsidy Scheme until the end of 2022. This landmark scheme offers a venue rental subsidy to all qualified organisers of exhibitions, and international conventions with over 400 participants (at least 50% of whom must come from outside Hong Kong). This exceptional opportunity is made possible through Government funding worth more than HK$1 billion. Act now to secure your booking at AWE and seize the momentum of a rejuvenated event industry!