Posted Thursday, August 10th, 2006, at 2:25 pm Eastern by Mark Wallace

Duran Duran's Nick Rhodes, now headed to Second LifeRemember the blonde-haired male avatar you were dancing with at that goth club in Second Life a couple of weeks ago, the one with a recent rez date who seemed like he might still be getting his legs in SL? It just might have been Nick Rhodes, keyboardist and songwriter for the platinum-selling new wave band Duran Duran. I just got off the phone with Rhodes, talking to him about the futuristic utopia the band is now working on creating in Second Life, and I was pleasantly surprised to find he really does seem to “get it” where the virtual world is concerned, and is actually quite excited about the possibilities SL holds as a way to communicate and interact with fans.

To Rhodes, Second Life has as much potential to revolutionize the music and entertainment industry as MTV did when it first came on the scene. And that avatar at the goth club? Rhodes reports that he’s been exploring SL quite a bit lately: “I’ve not actually had a whole day to sit there and do it [but] I’ve been to some clubs and danced with a few goths, looked at what people have created so far. The detail is what really impressed more than anything. For example, we came from a long way out and flew into one beautiful garden, and we went so close in, macro close, that we went inside of a flower — and there was a bee in there, and it was collecting pollen. Now that’s my kind of place.”

Duran Duran, of course, has been at or at least near the forefront of entertainment technology throughout the band’s nearly 30-year history. According to a press release describing their SL project, they were “the first group to shoot a music video on location [‘Save A Prayer’, ‘Hungry Like The Wolf’, ‘Lonely In Your Nightmare] with director Russell Mulcahy, in 1982; the first band to use live video cameras and videoscreens in their concerts, on their 1984 US tour; the first artists to make a song available for digital download on the web [‘Electric Barbarella’] in 1997; and the first band to produce a pop video made entirely using Macromedia Flash software.” Such firsts are often questionable, but Duran Duran is actually widely recognized for being innovators and early adopters of music video technology, and can lay a valid claim to being among the very first, and often ahead of the curve.

In Second Life, they seem to be in a similar position. When the virtual world was first brought to Rhodes’s attention several months ago, he was instantly captivated, he said: “I just thought, This is what I’ve been waiting for. It’s everything that I’d hoped for, and that people had been predicting for the Internet from virtually its inception — if you’ll pardon the pun.”

The band soon hooked up with virtual-world services company Rivers Run Red, and the two “clicked together perfectly,” according to Rhodes.

So far, Rhodes has been exploring Second Life under cover of anonymity, and sounds like a natural SL resident. “It remarkably reflects our real-life experiences,” he said. “I realized that when I was looking at certain things and seeing when there was a group of people together and sharing a collective experience, just watching their reactions, how they all looked in the same direction or all jumped up with glee. You are sharing those same experiences.”

Rhodes will eventually share experiences with SL residents under his own name, he said. “I will have [an avatar] named Nick Rhodes, and I will spend as much time as I can interacting with people because I’m fascinated and curious. Goodness knows what I might run into. The beauty of the Internet is that one is rather safer than in the real world.”

Details of the band’s island are still coming together, but Rhodes said initial plans are for four sims, with a concert stage where Duran Duran will play (perhaps as soon as next month), and where he also hopes to be able to invite younger acts to come and perform. A cinema, clubs and various other buildings are also planned.

Rhodes seems to take naturally to the creative characteristics of the virtual world. Much of the island’s development, he said, will come only after the band has launched the initial stage of the project, so as to give residents a chance to have some say in the design: “For example, we started to decide what kind of weather we wanted, and I said, I think I’d like people on the island to be able to decide how much rainfall we need and when, and what hours of darkness there are and whether we’re going to have regular seasons or not. This is the stuff that makes me smile all day.” Nor will the island be limited to the more standard tropes of SL architecture. “We have some skyscrapers that go way up, but I also wanted them to go underwater,” Rhodes said. “Figuring out the nuances of these things is pretty extraordinary.” Rhodes also seemed cognizant of the fact that the best laid plans of metaversal mice, men and musicians sometimes go awry: “I’m not going to know for another couple of months, until we actually launch the thing, what we’ve really succeeded in and what our failures have been.”

For Rhodes, entering Second Life is a natural evolution for the band. “I love beautiful songs about the reality of our lives, but I also like sci-fi fantasy,” he said. “I think Second Life is the beginning of it. There are inevitably going to be many, many, many other virtual sites that spring up that are equally as good and eventually will become the next level of it. But right now, this is the most exciting place for us to be.”

3pointD looks forward to seeing whether Duran Duran can make the virtual world a more exciting place for music fans as well.


TrackbackURL: http://www.3pointd.com/20060810/duran-durans-nick-rhodes-talks-second-life/trackback/

163 comments:

Note: To combat spam, the word "porn" and the names of various prescription drugs are blacklisted. Posts containing those words will be lost. Other comments may be held for moderation.