Second Life, the renowned virtual world platform, has recently announced an exciting partnership with iconic music label Motown Records and STYNGR, a platform that combines the worlds of music and gaming. This collaboration marks a new chapter in music experiences within the Second Life metaverse. The vast virtual landscape of Second Life will now serve as a hub for classic and contemporary Motown artists.
In this distinctive collaboration, Second Life will become the host of an interactive music venue exclusively designed for Motown Records. This new venue will provide a platform for prominent Motown artists to perform within the virtual world. Immersive experiences will adorn the venue, revitalizing the celebrated Motown sound and enabling residents to attach Motown Records music snippets to their avatars, courtesy of Styngs.
Additionally, a dedicated Motown Records radio station, curated jointly by Motown and STYNGR, will soon be launched within Second Life. Throughout 2023, a series of events featuring Motown artists will take place, ensuring a continually fresh and engaging immersive music experience for users.
Since its establishment in 2003, Second Life has attracted millions of users worldwide, cultivating nearly two billion user creations and a robust economy valued at $650 million. Brad Oberwager, Executive Chairman of Linden Lab, the company behind Second Life, expressed the objective of seeking collaborations and partnerships to enhance the in-world experiences of Second Life residents.
As for Motown Records, the influential label has played a significant role in soul music, R&B, and pop since its inception in Detroit in 1959. Recognized for its distinctive “Motown Sound,” this partnership will mark Motown Records’ first foray into immersive digital experiences. Alex Williams, VP of Gaming Strategy and Business Development at Motown Records, acknowledged the label’s commitment to culture and innovation, expanding boundaries and possibilities.
Facilitating this partnership is STYNGR, a platform that handles licensing, technology, and the importation of curated music from both major and independent labels. STYNGR’s contributions are pivotal in enabling the collaboration between Second Life and Motown Records.
As the collaboration unfolds, it promises a unique and immersive way to experience the music of Motown Records. This partnership not only provides a platform for music enthusiasts but also fosters a community that celebrates the love for music. With Second Life leading the way, the collaboration offers an extraordinary opportunity to experience the timeless music of Motown Records in a new and dynamic light.