Motown Records and STYNGR have formed a partnership with the original metaverse, Second Life.
The collaboration will see the launch of Motown Records, a new immersive music experience and venue within Second Life. It will also be home to in-world appearances by top classic and contemporary Motown artists. Linden Lab released Second Life in 2003—making it one of the OG virtual worlds still alive today.
The Motown Records venue will open with interactive experiences that celebrate the record label’s iconic sound. Visitors can snag Styngs, which will allow Second Life residents to attach Motown Record music snippets to their avatars. Remember HitClips? Well now the digital version of that is coming to Second Life. There is also a curated Motown Records radio station, with new content expected to follow throughout 2023.
This marks the first digital experience of its kind with Motown Records. The partnership is enabled by STYNGR’s licensing, technology, and platform that imports curated music from major and indie labels.
“Motown Records stands apart as one of the most innovative and purpose-driven record labels in history,” adds Alvaro Velilla, Senior Vice President, New Business, UMG. “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.”
“Our goal in seeking partnerships and opportunities to collaborate is to improve, enhance, and enrich the in-world expeirences of Second Life residents,” says Brad Oberwager, Executive Chairman of Linden Lab. “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.”