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Gibson Island Plays to Virtual Music Lovers
Von Johin knows how important virtual worlds are becoming to the music industry. A former marketing director for Gibson Guitars, Johin has been playing the blues in-world five to six nights a week (about 25 shows a month) and experiencing the SL live music scene firsthand. It gave him the insights he needed to introduce Gibson Guitar executives to the world of avatar musicians and their fans. "Gibson wants to support the emerging live music performance community here. This isn't about selling guitars. It's about being in on a bleeding edge era of live performance," said Johin, also known as Mike Lawson in real life. These days, Johin works for Hal Leonard Music, but Second Life has given him a place to perform again and "do something wonderful as a musician without touring, and without giving up my career in the music publishing industry." Johin and SL resident Cypress Rosewood also manage Nashville-based Metaverse Media Group, the real life agency that helped build the island and manages Gibson's in-world events. "We have a history with them on other projects," said Rosewood. In publicizing the July virtual world launch, MMG managed in-world PR while Gibson courted real world media and garnered a mention on CNN Money. Gibson's official news release says they are the "first major music manufacturer to establish an official island in Second Life." While Sony BMG Music Entertainment’s SL presence appears to be winding down, Gibson's is ramping up quite nicely. Visitors to Gibson Island are treated to a variety of interactive delights. There's a Mandolin Building shaped like...well...a mandolin. Concerts feature top music acts from around the grid. Audio and video includes celeb interviews, performances and guitar tutorials shown at various media-enabled spots. And before you ask, yes, there are freebies offered just about everywhere on the sim; guitar-shaped cafe tables, two-dozen "high prim" virtual guitar reproductions, and of course, the requisite free virtual t-shirts. Avatars can even hop aboard a trolley for a fun island tour around a fretboard track. Gibson takes the typical sim launch a step further with the debut of its own Second Life radio station. Broadcasts will feature Gibson guitar legends, music industry interviews and live broadcasts. There's bound to be more. Johin says "the sim is a work in progress, but we are having fun with it." Caption #1: Singer KaityRuth Banks rides the trolley on Gibson Island. Caption #2: Singer/songwriter Edward Lowell entertains fans. Caption #3: In-world video offers guitar playing tutorials. Caption #4: A Gibson Guitar reproduction hangs above an island stage. Gibson Island SLURL: http://slurl.com/secondlife/Gibson%20Island/92/40/81
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