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 News Rock 03/11/2008

Lucid Dreams/PassmoreLab Produces 3D Video With Rocker Sammy Hagar

San Diego, CA. (Top40 Charts/ PassmoreLab) - For a guy who once vowed, "I Can't Drive 55," Hall of Fame rock musician Sammy Hagar has done the best job possible to keep jammin' the pedal to the medal for over 30 years. From his dues days with early '70s radio staple Montrose to a successful, hit-filled solo career to a star turn fronting the legendary Van Halen and then back to a hit-filled solo career again - Hagar has stuck to it longer than most and kept the needle firmly in the red all the way. Now digital imaging technology leaders Lucid Dreams/PassmoreLab are nitro-fuelling the Red Rocker into the 3D fast lane with a new live video capturing a blazing performance in Cabo San Lucas, Mexico.

Each year in October, Hagar's Cabo Wabo Cantina in southernmost Baja California is host to a multi-day birthday celebration for its founder and chief Wabo. Hagar holds court on the cantina's raucously festive stage, festooned with bottles of his signature brand tequila, and graced by special guest performers along with Sammy's regular band, the Wabos. But you can't talk about Sammy Hagar without talking about his legion of loudly loyal fans, who proudly call themselves Redheads and ensure that every show is standing room only and high-energy throughout. Plus, the freely flowing cactus juice doesn't hurt!

The video team was able to capture the full party spectacle, as each night Sammy and his band ripped through big red classics and some soon-to-be from his upcoming release, entitled 'Cosmic Universal Fashion' (Loud and Proud/Roadrunner).

"Our digital 3D projects significantly enhance a viewer's sense of reality," says Lucid Dreams president James Humann. "When we approached Sammy Hagar about shooting live-action 3D at 'Rockin' Cabo 2008,' we envisioned creating a film that would be immersive for the audience and provide a sense of participation and actual physical presence at one of Sammy's sold-out shows. That was the experience I got from the recent 'U2 3D' movie, and that's what we felt we could bring to Sammy's performance.

"During production, we were amazed by the number of fervently loyal fans that travel to remote Cabo San Lucas year after year to live the 'Cabo Wabo experience.' We filmed four shows, and every performance was like walking into the middle of a giant New Year's Eve bash. The Cabo Wabo Cantina isn't a large space, so that presented some issues from a production standpoint. We had to take a very commando approach for shooting in the midst of a very enthusiastic crowd."

Away from the applauding crowds, Hagar has expanded his rocker persona into that of a successful entrepreneur, which began with the opening of the original Baja Cabo Wabo Cantina followed by locations in Lake Tahoe, Nevada, and recently in Fresno, California. His premium tequila, introduced in 1996, has also been a smash hit. Recently he launched a health charity venture under the new Hagar Family Foundation, which donates 100-percent of proceeds from licensing through a growing chain of Sammy's Beach Bar & Grill restaurants in major US airport terminals, beginning in Hawaii. Hagar is an outspoken voice for community action and giving something back to the less fortunate, particularly children, and his foundation aims to assist individual families with health care needs.

"We're excited to work with Lucid Dreams/PassmoreLab in producing a 3D video," says Hagar. "Our concerts and fans are energetic and loyal. Every year at our birthday bash we have a large number of fans show up with lots of energy. We feel 3D will give our music even more punch and provide our fans with an immersive experience of the annual Cabo Wabo birthday bash. If you can't be there, 3D is the next best thing."

Lucid Dreams/PassmoreLab have built a strong presence in the area of stereoscopic live-action performance, producing recent 3D projects with Hagar, New York garage-glam phenoms Semi Precious Weapons, and LA art noir group Miss Derringer. Taking a very collaborative, art-foremost approach to working with artists to translate their music and creative energy into a striking new visual medium, the company utilizes specially designed equipment and innovative techniques to capture the complete experience of being in the live setting. "Working with the 3D filmmakers was a painless process and they were fun to work with," adds Hagar.

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