On Tuesday, June 20th, 2023, Linden Lab officially announced the launch of a new partnership experience, this one with Capitol Music Group through their Motown Records label (see: Motown Records Enters the Metaverse with Exclusive Events and Immersive Second Life Experience – corporate press release – and Motown Records Debuts New Music Experience in Second Life – official Second Life blog post).
Of course, such partnership between the Lab and external entities are not new; nor, it is not unfair to say, have they perhaps been the most successful of ventures, as might be said to be the case with Film Threat and Zenescope Entertainment Inc (see: The Zenescope Metaverse in Second Life), and it is more than likely that this announcement will cause some rolling of eyes / raising of eyebrows in an “oh no, not again” style of reaction. However, this time, it is actually different, for a reason I’d like to focus on here and which I’ll get to in a moment.
At first glance, the Motown Experience might appear to be along the same lines of the likes of Zenescope – it is offered as a themed region, in this case intended to evoke Detroit and the home of Motown music, and is designed with music events in mind, hosted by a pair of venues, one indoor and the other out on the streets. Within this setting and through the involvement of STYNGR, Second Life residents and visitors to the platform can explore Motown’s rich music and roster of alumni, the music being provided through STYNGER’s unique expertise in licensing and right management and their ability to generate and provide curated playlists of music for stream into platforms and games.
STYNGR is the gaming arm of the recorded music industry, collaborating across all major labels and publishers to give you access to music and artists. With the largest catalogue of music in the gaming ecosystem, STYNGR partners with you to increase engagement, LTV, and visibility for your platform.
– from the STYNGR website
This is done via a dedicated Motown Records radio station, curated by Motown and STYNGR, and which can be accessed through an auto-attaching HUD (above), which provides access to the various streams the station provides (at the time of my visit, 5 were on offer, per the above images). These tracks can be accessed via a dialogue box triggered by clicking on a HUD button, with buttons also being provided to start / stop / skip tracks during media playback. In addition, visitors can obtain “Styngs”, which might be described as a “digital badge” that can be attached to an avatar and plays snippets of their favourite Motown songs, and the region will be host to various events and activities.
All of which, admittedly, sounds like standard “partnership” fare; so what’s so special here? The clue is in taking a look at the map and / or camming around when in the region.
The Motown Experience sits within a nine-region estate built out as a comprehensive Welcome Hub that will in the new future be opened as a Community Gateway to receive incoming new users signing-up to Second Life. As such, it is designed to address what many people have felt has been missing from SL: a fairly engaging environment where incoming users can not only learn about the platform, the viewer and find out how to do the basics – they can actually get involved in activities and (allowing for the popularity of the Motown Experience as a music venue) actually get to meet other users and have some pleasant fun with them.
The heart of this hub – which is staffed by people signing-up to the recently announced new Second Life Mentors programme – is the Welcome Centre, where incoming new users will arrive, once the gateway aspect of the Hub is officially opened. This follows lines similar to the Welcome Island I first looked at in 2021 (see: Poking at the new Welcome Islands) and more recently, the BelliHub (see: A look at the new Belli Rub – I mean BelliHub – in Second Life), albeit with its own unique look and feel, which might be defined as semi-sci-fi. Here, as well as as taking lessons either directly or through Second Life Academy videos (isn’t that Second Life University elsewhere?), it s possible to try a game of bumper boats, or try taking to the air in little “robot-driven” flying cars.
Bridges from the Welcome Centre connect variously with the Motown Experience, a sandbox region (allowing visitors to discover the magic of prim-rezzing and banging them together), a sampling of Linden Homes (with open rezzers so the different styles of the available themes can be seen) a shopping district presenting something of a cross-section of content for sale from various creators (no idea how they were selected), and three games areas.
The first of these is innocent enough, presenting an opportunity for people to dip a toe into combat-style gaming via a game of laser tag. This can be reached on foot directly from the Motown Experience region, or via the Shopping region. The remaining two games settings take the form of a Skill Gaming region tucked into one corner of the hub, and a copy of the (still) controversial Lab-developed “social casino” (which I still have yet to actually blog about, as my original piece lapsed into the realm of “meh-dom”). The latter met with (not entirely unjustified) negativity in the forums when the first one opened, and I admit I still cannot get my head around why it ever came to be seen as a good idea.
The Skill Gaming region – reached via either the Linden Homes region or the shopping region – I can understand; it may not everyone’s cup of tea (including me), but Skill Gaming is popular in Second Life. True, I’d rather see the space used as a broader show of what can take place in SL, but that’s a personal opinion. And that said, one thing that is showcased within the hub and via the cinema occupying its ninth region, is the potential for Second Life for producing quality machinima. For the opening, the cinema appears to be showing Waarheid, but I assume other films by residents will also be shown; although that said, I’d certainly not be averse to sitting down and watching “the truly fictious story of the battle of Dirty Hill” – We Were Moles!
Taken as a whole, this approach to providing a comprehensive hub environment with an active experience does represent a new take on a gateway experience for Second Life, and something that is going to be iterated upon and broadened through a rather of partnerships, as Brett Linden, the Lab’s VP of Marketing noted to me.
What you see now is our first test version [of] a new welcome hub we are testing. It hasn’t fully been turned on yet to newcomers (and [it] will be tested along with other community gateways), and but we expect to iterate and partner more with the community (and occasionally outside partners) for future iterations. We’ll be tracking things here closely and play-testing with newcomers to see what works and/or needs improvement for version 2.
Brett Linden, June 20th, in conversation
Given this launch, it is likely the new Hub and experience will be subject on comments and feedback during the upcoming SL20B Lab Gab sessions (of which more in an upcoming post), particularly given new user acquisition is a focus for the Marketing Team under Brett, and he and StyFy Linden from the team are featured in one of the upcoming shows sessions.
More broadly, this expanded tyle of Gateway / welcome facility for incoming new users does seek to address many of the critiques directed towards the on-boarding process: it is staffed by mentors who can provide a personal level of assistance; it covers the “first five (or fifteen) minutes” of in-world experience whilst offering a good opportunity to get to grips with the viewer and discover more about what Second Life is about; there is the opportunity to explore more broadly via the teleport portals (or should than be canons?!); there are local shopping and gaming opportunities; and – most importantly, and assuming the Motown Experience succeeds as a music venue / attraction for existing users as a well as new users – it presents the opportunity to meet people. In this, it might be suggested that how well it succeeds in helping incoming users to “stick”, once the gateway is open to incoming new users, is going to be down to how open, friendly and welcoming the established users visiting the Experience and its surrounding Hub are towards those newbies.
Certainly, I enjoyed my afternoon exploring the Hub regions – and my thanks, as ever, to Brett for his time in talking through aspects of the hub with me , and I will endeavour to keep tabs on what is happening with it over the next month or two; if not directly in relation to the Motown Experience, then certainly with the Welcome Hub as a whole.
SLurl Details
- Motown Experience (Motown, rated Moderate)
- Welcome Hub Orientation (WelcomeHub, rated Moderate)
Inara Pey: Living in a Modemworld 
Kudos to LL for trying new things — and this seems like a step up from previous attempts. Hopefully it will make onboarding smoother and easier, and, most importantly, boost retention 🙂
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