In a remarkable step towards integrating music and gaming, Second Life, the pioneering virtual world platform by Linden Lab, has teamed up with Motown Records and STYNGR, the trailblazer in connecting the realms of music and gaming. Together, they are set to unveil Motown Records, a cutting-edge immersive music venue within Second Life. This will serve as the platform for in-world appearances from Motown’s top-tier artists, both past and present.
Creating a New Musical Dimension
This venture is set to enhance the experience of Second Life’s residents by offering a series of interactive experiences focused on the iconic Motown sound. The audience can look forward to obtaining “Styngs” – special items that will let their avatars play snippets of Motown’s music. Furthermore, Second Life is set to feature a dedicated radio station curated by Motown and STYNGR. Throughout 2023, Second Life residents can expect new Motown experiences and exclusive content, including events featuring Motown’s classic and contemporary artists.
Pioneering Digital Immersion
This collaboration marks the debut of Motown Records in the world of digital immersive experiences. It has been made possible by STYNGR’s unique platform, which brings together curated music from both major and independent record labels.
Alex Williams, Motown Records’ VP of Gaming Strategy and Business Development, emphasized the importance of this partnership in bridging the gap between music, culture, and technology. He believes this will foster a stronger community among music lovers.
Alvaro Velilla, Senior Vice President of New Business at UMG, echoed this sentiment, expressing his excitement about how the partnership will give fans a new and unparalleled way to engage with the music they love.
Brad Oberwager, the Executive Chairman of Linden Lab, is enthusiastic about the opportunities this collaboration offers. He said that “Our goal in seeking partnerships and opportunities to collaborate is to improve, enhance, and enrich the in-world experiences of Second Life residents. Working with Motown Records and STYNGR to bring the timeless music of one of the most iconic music brands in the world to our community is an extraordinary opportunity for Second Life, and 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.”
This pioneering collaboration is a shining example of how music and gaming can come together to create innovative, immersive experiences, enhancing the connection between artists and their fans in the process.