Second Life: Third Dimension

Duran Duran have always been on the ball when it comes to technology. Whether it’s filming ground-breaking extended videos for 1981’s “Girls On Film”, producing a video using only Macromedia Flash, or serenading Opportunity, NASA’s Mars Exploration Rover across the reaches of space; they’ve harnessed technology in a way that very few bands have.

And now they’ve focused their gaze on that great untapped PR wilderness: The virtual world. Duran Duran are coming to Second Life.

Second Life is perhaps most comprehensibly described as an online game, of sorts. Although simply describing it as a game doesn’t capture the scope, imagination, and potential that exists within the Second Life universe.

“Players” in Second Life – or perhaps more accurately, residents – have the freedom to create anything they desire, assuming they have the skills with the tools provided by the creators, Linden Labs. These creations aren’t just limited to clothing or visual augmentations for these virtual characters (often called Avatars) but are limited – or perhaps unlimited – only by imagination and ingenuity.

As an example, it’s possible to harness the Second Life environment to create whole other games. A simple example might be to create a clone of Nintendo’s popular Tetris puzzle game, or to fashion a version of Space Invaders.

The flexibility and popularity of Second Life is starting to catch the attention of many bands and organisations, who are seeking to turn this environment into a significant PR opportunity. Recently, the BBC used Second Life to host a virtual festival: Their Big Weekend event was simultaneously broadcast within the virtual world. Visitors were even provided with a virtual digital radio, allowing them to listen to the BBC’s radio services whenever they find themselves in the game’s environment.

Big Weekend event’s content was limited to large video screens displaying the action from the real world. And while the BBC created virtual versions of certain DJs (for example, Chris Moyles), these Avatars were not controlled by their real life counterparts. None of the bands featured actually performed in Second Life. If Radio One have ever considered simulcasting one of their radio shows in Second Life, they never have.

Duran Duran intend to change that. Their goal is to harness the power of Second Life to its fullest extent, by creating – and perhaps more interestingly controlling – their own specially crafted Avatars. Strategic marketing company 3003 Group have even requested dual passports for band members in the hope that Second Life will be recognised as an entirely new nation.

Performing a concert within Second Life, indeed living within Second Life as the band seem set to do, poses some interesting questions. Does the band have some form of interface to translate the playing of their instruments in the real world into animations for their virtual characters? Are they planning on empowering their online alter-egos with any special abilities? Are they actively involved in designing the appearance of these characters? And will they physically operate these characters during their online performances, or will they employ a far more dexterous pilot to equip their Avatars with the grace and spectacle that they’re touting?

Regardless, Duran Duran are once again raising the bar for the use of technology by today’s performing artists. And they seem to have every intention of developing the project beyond a simple, one off gig or gathering. “Second Life has brought a third dimension to the internet. It’s the future right now, offering endless possibilities for artists. Our community will be able to help develop the island into a fully functional, futuristic utopia”, says keyboardist Nick Rhodes, inviting all comers to their luxury virtual island.

It will be interesting to see who comes: As more and more PR companies attempt to harness Linden’s virtual environment, the talent for creating content becomes more valuable. This particular venture will almost certainly be attracting the attention of numerous media outlets, keen to see whether Duran Duran’s island is stormed by the virtual masses or visited by one or two curious onlookers.

Are we heading towards a future where today’s web developers are replaced by virtual carpenters? Where HTML and the language of the web – including pages like the one you’re reading now – is replaced with something far more intricate, virtual, and interactive?

With the specter of online addiction ever present (recent reports have suggested that as much as 40% of World Of Warcraft players are addicted), how does Second Life fit in? Are it’s residents addicted to its online pleasures, or merely extremely sociable in an entirely new dimension?

There are certainly more questions than answers regarding this mysterious new land, but initial impressions suggest a wealth of potential. And, like the gold rushes of the 19th century, many of these opportunities will prove to be hollow, misguided attempts at fulfilling the full potential. Every new land needs its pioneers; a few brave souls who’re willing to test the waters at any cost.

Will Duran Duran strike it rich? Or come home empty handed? Whatever the future holds for their Second Life adventures it sounds like the band – and the fans – intend to have a lot of fun along the way.