Free Newsletters
Technology & Business Daily

InfoWorld
Log-in | Register

Virtual world denizens to meet, greet Beasties, Korn

Capitol Music Group taps Makena Technologies' There.com as virtual venue for label's artists to interact with fans


Ever wanted to hang out with The Beastie Boys or Korn? Members of teen-friendly virtual world There.com will soon be able to virtually get up close and personal with those musicians and others through a deal the world's creator Makena Technologies has struck with Capitol Music Group.

The companies announced the first phase of what they expect to be a significant, long-term partnership between Makena and the EMI Group business unit on Thursday. They didn't reveal any financial details about the deal.

As record companies search for new ways to make money while protecting their intellectual property, they're becoming more interested in the possibilities of virtual worlds, according to Ben Richardson, vice president of business development at There.com.

Over the next few months, specially created avatars of Capitol Music Group artists including The Beastie Boys, Korn, Lily Allen, MIMS, and Yellowcard will come into There.com to meet and be quizzed by their fans. All of the musicians have new albums coming out and have also been chosen to appeal to the virtual world's inhabitants. There.com has around 1 million members, 70 percent of whom are aged between 13 and 26 years old, according to Richardson. About 46 percent of the user base is female, he added.

Rap artist MIMS will be the first to make a There.com appearance on July 10. Members of the virtual world will receive an invitation to the meet-and-greets, which will take place at a particular time.

Makena is building 10 virtual nightclubs in There.com, each able to hold a maximum of 50 fans, Richardson said. The bands' avatars will teleport between the nightclubs over the course of an hour to an hour and half so that fans can ask them questions and view their videos. Makena is also creating interactive kiosks throughout There.com where fans can buy both real world CDs and DVDs by the musicians as well as virtual band merchandise, including T-shirts and posters.

Any object created for There.com has to be approved by a product submission review board, according to Richardson. The board checks that the object is appropriate for a PG-13 audience, that it doesn't infringe on any copyright, and that it works correctly. In the case of a virtual T-shirt, the clothing would contain no objectionable words or images or pirated logos, and it would fit avatars properly.

Initially, the meetings between fans and bands will be conducted through text messaging, Richardson said. In future, There.com might use the world's voice chat feature and the bands may perform live music as well, he added.

Being a PG-13 world, There.com has already some measures in place that it can call upon to avoid any band and fan interchanges getting out of hand. For instance, there are controls on extreme language so that if you try to type an obscenity into the world's text chat, it shows up as asterisks. There.com also doesn't allow nudity or porn and is able to eject any member who's causing trouble. Makena has the ability to block the hardware ID on a troublesome member's computer so that, once ejected from the virtual world, they can't re-enter under a different identity.

Through an earlier partnership with MTV Networks, which resulted in the creation of the Virtual Hills and Virtual Laguna Beach worlds, Makena has already been involved in hosting meet-and-greets with some actors and musicians. Members of the band Korn were able to take time out from rehearsing and log onto four laptops to meet fans virtually recently in one of the MTV worlds, Richardson said.

Looking ahead, as well as bringing in more musicians, There.com may well host actors and other celebrities for virtual meet-and-greets, even U.S presidential hopefuls eager to garner the youth vote, he added.


Talkback:

commentPost a Comment

 

MOST COMMENTS

 
 





BRINGING PERFORMANCE VALIDATION "INTO THE LIFECYCLE"
Today's enterprise apps are complex and ever-changing, which makes delivering high performance difficult. By virtualizing the behavior of application services and data in a VSE, teams can answer this challenge with validation best practices and test tools to ensure solid performance throughout the lifecycle. Register now to attend this webcast! Sponsor: ITKO

»  Click here to view this Webcast
  Storage is big, and getting bigger
The only certainty is that your requirement for storage will never be satisfied. While you clean out space and authorize POs, you might consider another alternative: outsourcing. The best way to deal with storage might be to let someone else deal with it. Sponsored by SGI

»  Click here to download now

- Special Advertising Partners -
WHITE PAPERS
 
  • Protect Your Data with SSL - Discover how to increase customer confidence in your site with the latest solution in SSL, Extended Validation (EV) SSL ...
  • Need simple, low cost server virtualization? - Do more with less. Support fewer servers. Simplify disaster recovery. Implement proven, easy-to-use server virtualization...
  • Virtually Limitless Virtual Storage - Do you need virtualization space savings of 50% or more with virtually no performance impact? You might be able to get storage...
  • Invisible IT? - The goal of IT is to become an invisible entity within a larger organization. Eliminating visibility and road blocks IT ...
  • It Really Is Easy to be Green - "Green IT" is a popular concept. And IT organizations are learning the influence that IT purchase decisions have on data...
  • Key Strategies For SOA Testing - SOA requires a unique approach to testing. Unless you're willing to reorient your testing procedures and technology now,...

» Technology White Papers Library

Technology White Papers by Topic

Technology White Papers E-mail Alert

Find out when the latest white paper is available:
 
 
INFOWORLD MARKETPLACE
 
» BUY A LINK NOW
 
 

Video

 
 
 

Podcasts

 
 
 

 

Columnists

 
 
 

Resource Center


Ads by techwords beta  [See your link here]
 




Sponsored Technology Links

 
 
 HOME  NEWS  BLOGS  PODCASTS  VIDEOS  TECHNOLOGIES  TEST CENTER  EVENTS  CAREERS  IT EXEC-CONNECT   About | Advertise | Awards | RSS | Contact Us 

Copyright © 2008, Reprints, Permissions, Licensing, IDG Network, Privacy Policy, Terms of Service.
All Rights reserved. InfoWorld is a leading publisher of technology information and product reviews on topics including viruses,
phishing, worms, firewalls, security, servers, storage, networking, wireless, databases, and web services.

CIO :: ComputerWorld :: CSO :: Demo :: GamePro :: Games.net :: IDG Connect :: IDG World Expo
Industry Standard :: IT World :: JavaWorld :: LinuxWorld :: MacUser :: Macworld :: Network World :: PC World :: Playlist