See Things Differently
With declining sales in the real world, can record companies reverse their woes in the virtual world?
Music Lounge is a 3D Virtual world, but unlike it’s more familiar competitor Second Life, is geared around music. It has been in the news lately since Universal decided to extend their relationship with Doppleganger, the company behind The Lounge. Universal’s interest was driven in part by the success of Nine Inch Nail’s virtual world, at least so claims Trent Reznor.
On the surface Music Lounge looks little different to a social network – you join, you create a profile, then add friends and build a network and post messages. But the 3D environment adds a real-time dynamic to the static nature of sites like MySpace and Bebo. This is further enhanced by the addition of live events happening within the lounge, such as artiste performances, interviews and DJ sets.
There is a soundtrack playing constantly which acts as a radio station, and each shop and club has it’s own sound. There are individual rooms where you can sample tracks by artistes or labels.
It’s extremely smooth, the audio is good and later there will be a facility to buy music. It’s a very strong proposition and we can see it developing into a primary way of marketing music to a youth market.