Second Life, the virtual world created by Linden Lab, has announced a partnership with Motown Records and STYNGR to create a new immersive music venue. This collaboration will provide a platform for classic and contemporary Motown artists to perform in-world, giving residents of Second Life the opportunity to experience the celebrated Motown sound.
The new venue will be adorned with interactive experiences and will allow users to affix Motown Records music snippets to their avatars, thanks to STYNGR. In addition, a dedicated Motown Records radio station, curated jointly by Motown and STYNGR, will be launched on Second Life.
This collaboration is set to roll out a series of events featuring Motown artists throughout 2023, keeping the immersive music experience ever-fresh and engaging. Second Life has been home to millions of metaverse users around the globe since 2003, amassing nearly two billion user creations and an impressive $650 million economy.
Brad Oberwager, Executive Chairman of Linden Lab, stated that the goal of seeking partnerships and opportunities to collaborate is to improve, enhance, and enrich the in-world experiences of Second Life residents.
Motown Records has held an important place in the world of soul music, R&B, and pop since its inception in Detroit in 1959. Known for its unique “Motown Sound,” Motown Records is dipping its toes into immersive digital experiences for the first time through this partnership.
Alex Williams, VP of Gaming Strategy and Business Development at Motown Records, acknowledges that Motown Records has always been at the forefront of culture and innovation, expanding the perceptions of what is to what could be.
STYNGR’s licensing, technology, and platform are pivotal in enabling this partnership by importing curated music from major and indie labels.
This partnership promises a new way to experience the music of Motown Records, offering not just a platform for music lovers but also a community to celebrate the love for music. With Second Life paving the way, this collaboration offers an extraordinary opportunity to experience the music of Motown Records in a new light.