Motown Enters the Metaverse With Second Life

Motown Records is motoring into the metaverse.

The fabled label and its artists will take the leap into the virtual world for the first time, through a partnership with Linden Lab’s Second Life and music integration platform STYNGR, which boasts a pre-cleared catalog of more than 100 million tracks.

Through the arrangement, which Billboard exclusively reveals today (June 20), Second Life will host an immersive Motown venue, where gamers can explore the label’s music and roster, and take a piece for the virtual road.

The digital experience is facilitated by STYNGR, whose licensing, technology, and platform specializes in imports curated music from music companies, and has recently struck deals with Warner Music Group, Merlin, Luminate and ICE Services.

Founded in Detroit in 1959 by Berry Gordy, Jr., Motown is, of course, home to such legendary acts as Diana Ross & The Supremes, Marvin Gaye, Stevie Wonder, The Temptations, Martha & The Vandellas, The Four Tops, and The Jackson 5. Its contemporary signings include YoungBoy Never Broke Again, KEM and Ne-Yo.

Alvaro Velilla, senior VP, new business, Universal Music Group, describes the partnership as “unprecedented,” one that provides Motown fans “with an unparalleled immersive experience.”

Visitors to the Motown hub can also nab so-called “Styngs,” which enables Second Life residents to attach music snippets to their avatars, like a digital badge.

Also, the new space is home to a dedicated Motown Records radio station, curated by Motown and STYNGR, with more experiences and music to roll out in the months ahead.

“Motown Records has always been at the forefront of culture and innovation, expanding the perceptions of what is to what could be,” comments Alex Williams, VP gaming strategy and business development, Motown Records, part of UMG. “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.”

Opening the doors to its virtual universe in 2003, Second Life was early on the scene. It has since seen nearly two billion user creations, according to San Francisco-based Linden Lab, which formed earlier, in 1999.

Music played a part in its early success, with the likes of Suzanne Vega, Duran Duran and Talib Kweli performing in-game gigs during its formative years.

Through partnerships and collaborations such as this Motown alliance, notes Brad Oberwager, executive chairman of Linden Lab, the tech specialist is keen to “improve, enhance, and enrich the in-world experiences” of the virtual world’s residents. Working with Motown Records and STYNGR on this campaign, adds Oberwager, is an “extraordinary opportunity” for Second Life.