Motown Records, the legendary record label and subsidiary of Capitol Music Group (CMG) has entered into a partnership with Second Life and music for games platform STYNGR STYNGR.
Second Life, the virtual world created by Linden Lab, first launched in 2003, and claims to “boast nearly two billion user creations and a vibrant $650 million USD economy”.
The collaboration includes the launch of ‘Motown Records’, a new immersive music experience and venue within the Second Life virtual world.
The virtual venue, according to a media statement, will feature “in-world appearances by top classic and contemporary Motown artists”.
The press release adds that visitors to the virtual Motown Records world can “snag Styngs”, which the companies say “will allow Second Life Residents to attach Motown Records music snippets to their avatars”.
There is also a dedicated Motown Records radio station in Second Life curated by Motown and STYNGR.
New Motown experiences and content will follow throughout 2023 including events with “both classic and contemporary Motown artists”, according to the companies.
This digital immersive experience is the first of its kind for Motown. The partnership is enabled by STYNGR’s licensing, technology, and platform which imports curated music from major and indie labels.
Motown’s metaverse partnership follows the news of the legendary label’s return to CMG earlier this year.
Motown was spun out of CMG in 2021 at Universal into its own frontline entity, but following the departure of the label’s CEO, Ethiopia Habtemariam, last year, it’s now returned to the CMG fold as an active subsidiary.
“Motown Records has always been at the forefront of culture and innovation, expanding the perceptions of what is to what could be.”
Alex Williams, Motown Records
Alex Williams, VP Gaming Strategy and Business Development, Motown Records, said: “Motown Records has always been at the forefront of culture and innovation, expanding the perceptions of what is to what could be.
“As the convergence of music, culture, and tech continue to redefine the way fans experience music, partnerships like this enhance that connection building an even greater community among music lovers.”
“Motown Records stands apart as one of the most innovative and purpose-driven record labels in history.”
Alvaro Velilla, UMG
Alvaro Velilla, Senior Vice President, New Business, UMG, added: “Motown Records stands apart as one of the most innovative and purpose-driven record labels in history.
“We’re thrilled this unprecedented partnership with Second Life will provide fans of the label’s trail-blazing artists with an unparalleled immersive experience. Virtual spaces like this one give fans an entirely new way to build communities around the artists and music they love.”
“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.”
Brad Oberwager, Linden Lab
Brad Oberwager, Executive Chairman of Linden Lab, said: “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.”
“We are excited to power enriched user experiences in Second Life using Motown’s legendary music to tell stories and enhance engagement.”
Alex Tarrand, STYNGR
Alex Tarrand, COO of STYNGR, said: “We are excited to power enriched user experiences in Second Life using Motown’s legendary music to tell stories and enhance engagement.”Music Business Worldwide