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ALIFE restarts with Forum & Live Music Experience under Strict Health Protocols

ALIFE restarts with Forum & Live Music Experience under Strict Health Protocols

The current approval by the Government to allow the staging of live events under strict health protocols and guidelines outlined by the National Security Council is providing a pathway for the gradual recovery of an industry that the pandemic has severely impacted.

ALIFE (Arts, Live Festival and Events Association) and PR Worldwide, one of its founding members, are proud to announce the resumption of ALIFE AGAIN - The Forum and ALIVE AGAIN - A Live Music Xperience on the 9th of April 2021 at the Kuala Lumpur Convention Centre.

After months of engaging with and lobbying public health authorities and government agencies, ALIFE had presented an in-depth proposal for the safe reopening of commercial live events under various movement control orders in ensuring the long-term sustainability of the commercial live events industry. 

The ALIFE AGAIN 2021 Forum which was rescheduled during the MCO, is a platform for industry practitioners and key stakeholders to address and discuss various topics in “Creating a New Future for the Live Events Industry” and will feature 4 panel sessions where leading industry players will share insights and knowledge related to the future of the live events industry in the new normal.

We want to be ready for the industry to bounce back fairly quickly, albeit under new normal practices. We, as live events producers and organisers have to play a role in the reshaping of industry best practices, to learn, adapt and implement strategies to help boost confidence among stakeholders, industry practitioners and fans alike in ensuring the long term sustainability of our industry”, says Shiraz, Organising Chairman of ALIFE AGAIN 2021 Forum.



Following the Forum, there will also be a live stage performance. “We at PR Worldwide, together with our friends at Harith Iskander V Day Productions, are proud to announce the resumption of the LIVE SUPPORT SERIES OF EVENTS; a non-profit initiative in aid of the live events industry and a platform to restart the live events ecosystem. Musicians, talents, creative crew, event-service suppliers, venues, local event crew & support staff can now reset and restart an industry that had been completely shutdown by the pandemic”, says Para R, Managing Director of PR Worldwide Sdn Bhd. He added that the company has also started a “XPERIENCE LIVE RESPONSIBLY” campaign to encourage everyone involved in the live events ecosystem, including fans, to play their part in implementing, enforcing and practicing the SOP’s diligently. ALIVE AGAIN is configured according to safe distancing table-seating configuration that will allow fans to enjoy the show while consuming food and beverage and will implement safe entry and exit protocols with event specific MySejahtera QR code, temperature screening and exit by seating sections after the event.

ALIVE AGAIN is one of the first, ticketed live event, under the Conditional Movement Control Order (CMCO) to be organised using the newly updated Standard Operating Procedures for Commercial Live Events. Featuring performances by some of the best and our very own local talents including Dato Zainalabidin, Zee Avi and Muzza and hosted by Malaysia’s Godfather of Stand Up Comedy, Harith Iskander and his pal Mad Sabah, the 2-hour set will also feature a line-up of great musicians that had played a role in not only backing some of Malaysia’s legendary artists but also regional and international acts. The current line up includes Mac Chew on keyboards, Sham Kamikaze on guitars, Lewis Pragasam on drums, Daniel Fong on bass and Khairul Izwan on percussions.

Registration for ALIFE AGAIN 2021 FORUM is free of charge for ALIFE members and RM30 for non- members. For a limited time only, sign-up to be an ALIFE Member and enjoy complimentary registration to the Forum. Register now at

Tickets to ALIVE AGAIN - A Live Music Xperience priced at RM188 (Category 1) and RM228 (Premium) are also available now at prworldwidelive

As these are limited seats only events, tickets and passes will be available on a first-come-first-served basis.

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