Article Written by Mike Wharton, April 2021
Atlanta-based Music Matters Productions has developed a unique live stream setup by building an immersive setup with a video wall that measures 30 feet in height and 360°. The visual setting can surround clients with their audiences, whether they are soloists, bands or presenters. The XR suite in the company’s 40,000-square-foot facility is the latest leap forward by a company whose total assets once fit in a Ford Explorer.
Aaron Soriero is the founder, CEO, and production designer of full production company Music Matters Productions (MMP). His initial foray as an entrepreneur in the music business began in 2008 with his small company teaching children in their efforts to learn the art of music and the craft of playing instruments. As a successful enterprise, he soon established several music lesson stores around metropolitan Atlanta.
By simple necessity, MMP morphed after a School of Rock Camp that Soriero hosted. As a grand finale, the kids put together a concert for their parent’s benefit. Tasked with providing light and sound for the event, Soriero bought a small amount of gear and taught himself how to use it. A friend in a band asked to rent the equipment to use for concert shows, and Soriero saw the light. His first few events were at the University of Georgia in Athens, catering to fraternity houses and football game after-parties.
“We were actually the promoters of those shows, hiring the DJ or band, ourselves,” he recalls. “So we were free to do whatever we wanted.” With such latitude, Soriero was able to do something unique and different each event, creating a unique look using all his existing inventory. This is a practice that continues as the core of the company today.
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