UK record label Ninja Tune is to launch a virtual music video channel in the online world Second Life, a virual economy and online world 'inhabited' by hundreds of thousands of users.
Second Life is a virtual 3D world built by its 1.5m users. Once created, objects can be bought and sold using the Second Life virtual currency, known as Linden Dollars. These can be sold for real US dollars, so that users can make real money from their Second Life activity. There are several thousand virtual retailers and real estate developers running real businesses, making real profits.
Ninja Tune sees its Second Life station, called Ninja TV, as a way to profile new acts and sell digital music. Ninja TV will feature several hours' worth of full length videos from artists such as Roots Manuva, Coldcut, Spank Rock, Cinematic Orchestra, Pop Levi and Mr Scruff.
The Second Life station will be part of a new TV network called Virtual Life.TV, created by UK virtual world design agency Rivers Run Red. The Ninja TV channel will be supported by UK digital music research firm Music Ally.
Any of Second Life's 1.5m inhabitants will be able to tune into the TV station free of charge. Second Life inhabitants will also be able to click through to Ninja Tune's digital shop where they can purchase the release in all formats. The video channel will launch shortly, and Second Life residents will be able to pick up virtual TVs for free from a variety of points in the virtual world.
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