Duran Duran Make Internet History And Create Virtual Universe

Duran Duran are thrilled to be the first band to become citizens of Second Life and are rehearsing now for our first concert there in the coming months. I think I can safely say that it will be filled with surprises".

Duran Duran will become the first major, band in the world to have a virtual world presence; and the group will make history in a few weeks with the first, live, concert by a pop avatar band performed by the group's actual members.

The band has appointed London virtual world designers Rivers Run Red to create the five Duran Duran avatars and the band's bespoke universe.

Creative Director Justin Bovington said: 'This heralds a new era in how branded content is being developed. For the first time a major international band is using a virtual world as a branded, immersive experience. We're working directly with the band members to ensure fans get the ultimate Duran Duran experience'.

The project, which launches officially later this month, is the centre-piece of a new online strategy for the band designed by the London-based 3003
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