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Creative SXFI CARRIER - The New Soundbar Dimension is Here

Jointly Developed by Dolby and Creative for a World-first Soundbar Concept

SINGAPORE - 8 April 2021 - Creative Technology today announced the launch of the Creative SXFI CARRIER, the world's first soundbar with Super X-Fi Headphone Holography, heralding a new dimension in soundbar design. It is a joint development with Dolby Laboratories - combining the cutting-edge competencies of both companies in audio engineering, design, and immersive sound technologies. The SXFI CARRIER has redefined the performance limits of what a compact soundbar can achieve. It has already received numerous plaudits, including 3 BEST OF CES awards when it was previewed at CES 2020.

The SXFI CARRIER has defined a new soundbar dimension through innovative design and engineering.

First-of-its-kind Dolby Atmos® Speaker System Soundbar
The audio quality of compact soundbars is typically compromised by its smaller footprint which limits their ability to create an expansive soundstage. The SXFI CARRIER, despite measuring just 0.88m (34.6“) in length, delivers breathtaking, moving audio from a soundbar based on a custom Dolby design for a first-of-its-kind Dolby Atmos Speaker System soundbar.

“We are thrilled to have partnered with Creative to bring this first-of-its-kind sound bar experience to consumers around the world,” said Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. “Consumers will be able to enjoy a breathtaking Dolby Atmos experience through an innovative acoustic design developed by Dolby, which is unheard of from such a small compact form factor.

X-Fi Sonic Carrier Re-Imagined in the SXFI CARRIER
The SXFI CARRIER carries on the engineering marvel of Creative's award-winning soundbar, the X-Fi Sonic Carrier, which had been dubbed by industry experts as ‘the soundbar of the gods'. With the groundbreaking SuperWide technology inherited from the Sonic Carrier, which expands the soundstage of stereo content beyond imagination, the SXFI CARRIER reaches its full potential by transcending all definitions of what a compact soundbar should sound like.

The development of the SXFI CARRIER involved meticulously integrating the acoustic concepts of both Dolby Atmos and SuperWide to achieve a pristine, unadulterated, and powerful acoustic performance. Comprising seven drivers within the soundbar, each with its own DSP-controlled amplifier, the SXFI CARRIER is able to produce the same sound signature as the 15-driver Sonic Carrier, at less than half the size and at a fraction of the price.

The finishing touch is a powerful 10” wireless subwoofer, which delivers the requisite bass performance to complete a compelling soundbar solution that can rival the real cinema experience.

First Soundbar with Super X-Fi® Headphone Holography
The SXFI Carrier breaks into a new dimension by being the world's first soundbar with Super X-Fi Headphone Holography -- the game-changing technology that has swept 23 BEST OF CES awards at CES 2019-2020. Super X-Fi recreates the soundstage of a surround speaker system in headphones, and personalizes it with Artificial Intelligence for a natural listening experience. Users will be able to enjoy cinematic audio on headphones as if they were in a real cinema; a feature that is especially useful when watching late-night movies.

Beyond this, the SXFI CARRIER also features a versatile connectivity profile, including Bluetooth®, USB-C and USB-A ports. A HDMI eARC port provides uncompressed and lossless HD audio; two HDMI 2.1 inputs will allow rich sound and high-resolution picture quality to pass through from an 8K video source. Combined with Dolby Vision compatibility, the SXFI CARRIER makes for the ultimate home theater audio experience.

“The SXFI CARRIER is the result of a defining collaboration between Dolby and ourselves, which has broken through so many boundaries and realized so many possibilities of what a compact soundbar can achieve, which of course was only possible with the full dedication and commitment from both teams.

“With cinema-going now a ‘forbidden luxury', the SXFI CARRIER gives users the full cinema experience in the safety and comfort of their own homes. Moreover, with Super X-Fi Headphone Holography, users can enjoy a Dolby Atmos powered experience through headphones as well - they will always be in the audio sweet spot, day or night,” said Sim Wong Hoo, CEO of Creative.

Pricing and Availability
The SXFI Carrier is priced at S$1,499 and is available on Creative.com.

For more information on Creative, visit Creative.com/sxficarrier.

About Creative
Creative is a worldwide leader in digital entertainment products. Famous for its Sound Blaster® sound cards and for driving the multimedia revolution - which established a user base of 400 million - Creative drives digital entertainment with cutting-edge audio solutions that include premium wireless speakers, wireless headphones, powerful audiophile-grade digital amplifiers and next-generation home-theatre systems. Aiming at the new mobile networked generation by bridging the worlds of the computer, smartphones, and tablets, Creative continues to reinvent the Sound Blaster, with its ground-breaking Sound Blaster Roar series and USB-audio class of products such as the Sound Blaster X7.

In 2016, Creative unveiled the X-Fi Sonic Carrier: a brand-new concept in hi-res audio and video delivery for home entertainment. This technology powerhouse dubbed ‘the soundbar of the gods' personifies the Audio of Tomorrow.

In 2018, Creative launched an all-new game-changing technology for headphones called Super X-Fi® Headphone Holography. This technology uses computational audio to recreate the listening experience of a high-end multi-speaker system in a professional studio, and delivers the same expansive experience - with the same original depth, detail, realism, and spaciousness - in headphones. Super X-Fi further uses Artificial Intelligence to compute a custom audio profile based on a person's unique anthropometry. Super X-Fi has won multiple accolades worldwide, including an unprecedented 23 awards at CES 2019-2020.

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This announcement relates to products launched in Singapore. Availability is subject to change without notice and may differ elsewhere in the world according to local factors and requirements. Creative, the Creative logo, Sound Blaster and Super X-Fi are trademarks or registered trademarks of Creative Technology Ltd in the Singapore and/or other countries. Dolby Atmos is a registered trademark of Dolby Laboratories, Inc. All rights reserved. All other trademarks are the property of their respective owners.


Creative Technology Ltd
Edwin Ong
(65) 6895 4094

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