Musical Exhibit at Westfield Valencia Town Center open through October 17, 2010
For Immediate Release
Rebecca Genel
Global PR/Media Relations Manager
Roland Corporation
(323) 890-3718
Rebecca.Genel@roland.com
Los Angeles, CA, September 14, 2010—Roland U.S. and The GRAMMY Museum are proud to announce Instruments of Art, a traveling exhibit now at Westfield Valencia Town Center, one of Los Angeles’ most popular shopping destinations. The one-of-a-kind exhibit features an interactive display of Roland’s state-of-the-art electronic musical instruments, alongside 33 never-before-displayed photographs of artist performances at The GRAMMY Museum.
The interactive portion of Instruments of Art recreates Roland LIVE, a permanent exhibit at the GRAMMY Museum in downtown Los Angeles. In both locations, visitors can try their hand at playing a variety of Roland’s innovative electronic instruments, inviting them to explore and think critically about how today’s music is crafted. Instruments on display at the Westfield Mall include the Lucina AX-09 Shoulder Synthesizer, the HPD-10 HandSonic Percussion Pad, HD-1 V-Drums Lite, SP-404SX Sampler, as well as BOSS guitar effects and BOSS VE-20 Vocal Performer.
The photographs on display depict some of the most memorable performances to grace the GRAMMY Museum’s 200-seat sound stage, including noteworthy artists like Ringo Starr, Brian Wilson, Annie Lennox, Smokey Robinson, the Jonas Brothers, and Tom Morello.
Open to the public and free of charge, Instruments of Art will be located on the lower level in front of Sears at the Westfield Valencia Town Center through October 17, 2010. After that, the exhibit travels to other Westfield Mall locations throughout Southern California.
For more information, visit www.RolandUS.com/Westfield.
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About Roland Corporation
Roland Corporation is a leading manufacturer and distributor of electronic musical instruments, including keyboards and synthesizers, guitar products, electronic percussion, digital recording equipment, amplifiers, audio processors, and multimedia products. With over 38 years of musical instrument development, Roland sets the standard in music technology for the world to follow. For more information, visit http://www.RolandUS.com.
About The GRAMMY Museum
Paying tribute to music’s rich cultural history, this one-of-a-kind, 21st-century Museum explores and celebrates the enduring legacies of all forms of music, the creative process, the art and technology of the recording process, and the history of the premier recognition of excellence in recorded music — the GRAMMY Award. The GRAMMY Museum features 30,000 square feet of interactive and multimedia exhibits located within L.A. LIVE, the downtown Los Angeles sports, entertainment, and residential district. Through thought-provoking and dynamic public and educational programs and exhibits, guests can experience music from a never-before-seen insider perspective that only The GRAMMY Museum can deliver. For more information, visit http://www.grammymuseum.org.
About Westfield Valencia Town Center
Westfield Valencia Town Center features a large selection of national retailers including JCPenney, Macy’s and Sears, providing families with a comfortable and convenient shopping experience. Center hours are Monday — Saturday 10am-9pm and Sunday 11am-6pm. For more information please visit Westfield.com/Valencia or call (661) 287-9050.