Virtual reality pioneer Second Life has partnered with record label Motown Records and music gaming platform Styngr to launch a new immersive music experience and venue in Second Life. This immersive experience will be home to in-world appearances by some of Motown’s top classic and contemporary artists.
As the venue opens with interactive experiences that celebrate the record label’s iconic sound, users who visit Motown Records can snag Styngs, which will allow Second Life residents to attach Motown Records music snippets to their avatars.
Brad Oberwager, executive chairman of Linden Lab said, “Our goal in seeking partnerships and opportunities to collaborate is to improve, enhance and enrich the in-world experiences of Second Life residents. We’re excited to work together to bring this to existing as well as new residents, looking to experience the music of Motown Records in an entirely new way.”
Uniting virtual worlds and music
Users can also access a dedicated Motown Records radio station within Second Life that’s curated by Motown and Styngr. In addition, new Motown experiences, as well as content, will follow for the rest of the year including events featuring classic and contemporary artists.
Alex Williams, VP of gaming strategy and business development at Motown Records said, “As the convergence of music, culture, and tech continues to redefine the way fans experience music, partnerships like this enhance that connection building an even greater community among music lovers.”
This collaboration also marks Motown Records’ first digital immersive experience. The partnership is enabled by Styngr’s licensing, technology and platform, which imports curated music from both major and indie labels.
Alex Tarrand, COO of Styngr said, “We are excited to power enriched user experiences in Second Life using Motown’s legendary music to tell stories and enhance engagement.”
Users can preview the immersive experience ahead of the launch from the official website.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
