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Wednesday, August 09, 2006

Duran Duran Create Virtual Universe Inside 'Second Life' Online World

Duran Duran Create Virtual Universe Inside 'Second Life' Online World

World's First Artists to Stage 'In-World' Live Concerts; Fans to Join Band Avatars on Duran Duran Luxury Island

NEW YORK, Aug. 9 /PRNewswire/ -- British rock stars, Duran Duran, will make Internet history once again with the creation of their own, 'virtual universe' inside the leading online virtual world, Second Life.

Although details are yet to be unveiled, the five original band members [Simon Le Bon, John Taylor, Roger Taylor, Andy Taylor and Nick Rhodes] announced today that they have commissioned their own custom-designed avatars who will live out a genuine 'second life' on a fantasy, luxury island, with 'in-world' concerts and media appearances taking place alongside the band's media, public and live engagements in the real world.

Currently in the middle of recording their next album, keyboardist Nick Rhodes said of the project: "Second Life has brought a third dimension to the internet; it is the new frontier where dreams have become reality. Whatever you can imagine is now possible. When the video revolution began we instantly saw the opportunity to experiment and explore a new form of expression to enhance the musical experience. Second Life is the future right now, offering endless possibilities for artists. Our community will be able to help develop the island into a fully functional, futuristic utopia, where you can never be quite sure what to expect. All visitors are welcome! 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 Group, Duran Duran's strategic marketing agency, which will also include a one-stop, global mobile downloads shop and a new, state-of-the-art band website, in the run-up to the release of their upcoming band's new Epic Records album in the New Year.

"No artist has ever done anything like this before," said 3003 Group President Peter Wells-Thorpe. "The five members of Duran Duran will actually live a second life 'in-world', controlling their own avatars live and doing things ordinary pop stars can only dream about in the real world. We're asking each of the G8 embassies in London if they will officially recognise the band's new dual nationality and second passports and are hopeful of a positive outcome, at least from the UK, USA and Japan, in the next few weeks".

The Duran Duran virtual world project is just the latest in a series of pioneering uses, by the band, of revolutionary new technologies throughout their real world career, including being 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.

Notes To Editors:

Duran Duran

In 1981, Duran Duran made music history with the release of the first-ever extended video for a song, made to accompany the 12" dance mix of 'Girls On Film.' Directed by Godley and Crème, the clip was met with much controversy and was immediately banned by both MTV and the BBC.

In 1982, the band broke tradition once again, becoming the first group to shoot a music video on location. With director Russell Mulcahy Duran Duran filmed three ground-breaking clips in Sri Lanka for 'Save A Prayer,' 'Hungry Like The Wolf' and 'Lonely In Your Nightmare,' that not only helped to give them a truly global fan-base but also marked the start of a new era on music television. Later that same year they filmed the video for 'Rio' in Antigua - which became an MTV classic, and spawned some of the most iconic and enduring images of the band.

In 1984, on their US arena tour, Duran Duran became the first act to utilise live video cameras and video screens in their show, to bring the action closer to the audience.

In 1995 Kevin Godley directed two live clips for the band: 'Rio' and 'White Lines', at Wembley Arena, in London, using a newly developed technology that created images that could be projected in an even larger format than IMAX.

In 1997, after 17 years on the cutting-edge of music and technology, Duran Duran became the first band in the history of the Internet to digitally download a song for sale on the Worldwide Web. 'Electric Barbarella' was downloaded from Abbey Road Studios in London using Liquid Audio.

In 2000, Duran Duran's video for 'Someone Else Not Me' was premiered on www.shockwave.com. The video was produced entirely using Macromedia Flash Technology and was the first video to be broadcast on MTV and VH1 using this form of digital animation.

Also in 2000, the 'UK Pop Trash Tour' featured the world's first use of 'augmented reality' technology in a live concert. Duran Duran worked with a computer graphics producer to create advanced 2D and 3D visual effects, allowing animated characters to appear live, on stage, with the band.

In 2001, during a 'Close Up Tour' show in Anaheim, California, the band made the first fully "immersive" video and audio recording of a rock concert. To do this they used 360-degree panoramic video cameras and a 10.2 channel audio recording system to capture the show. This pioneering recording was co- ordinated by producer Jarrell Pair with audio/video researchers working with Dr Tom Holman, who is best known for creating the Lucas Film's THX audio standard.

Also in 2001, unable to land the Space Shuttle Atlantis due to poor weather, NASA decided to wake up the crew with Duran Duran's 'Hold Back The Rain' in an effort to ward off further weather delays. It worked and the shuttle landed safely at Cape Canaveral.

In 2004, NASA sent a second Mars Exploration Rover into Space, called Opportunity. The craft's main task was to investigate whether Mars had ever had environments that were suitable for sustaining life. Each morning NASA woke the Rover with a song, and, in early February, they chose Duran Duran's 'Is There Something I Should Know' in hopes of 'encouraging' Opportunity to find some more answers.

In 2006, the band's founder members Nick Rhodes and John Taylor launched the UK Guardian newspaper's Arts & Entertainment Podcast, with a 2-part interview discussing their 'Only After Dark' compilation album - a collection of some of their favourite music from the period 1978-1982.

This mini-podcast within a podcast made UK media history, marking the first time music from several, major record labels and music publishers has been officially approved for use in a single podcast, with 60 second clips of 6 tracks played as part of the interview.

For more information on Duran Duran:

US and International Media: Sharon Cho, Magus Entertainment, 33 Green Street, #3W, New York, NY 10013, USA. Tel: +001-212-343-1577. Fax: +001-212- 925-4007. E-mail: sharon@magusentertainment.com. Web: http://www.magusentertainment.com/

UK Media: Gerard Franklin at Frequency Media, Suite 115, The Greenhouse, Gibb Street, Birmingham B9 4AA, England. Tel:+44 (0) 121 224 7450 (Main) + 44 (0) 121 224 7452 (Direct) Mobile:+44 (0) 7866 422109. Fax: + 44 (0) 121 224 7451. E-mail: gerard@fmguk.com. Web: http://www.fmguk.com/

Second Life

Second Life is a 3D online world with a rapidly growing population of over 350,000 residents from 100 countries around the globe, in which the residents themselves create and build the world which includes homes, vehicles, nightclubs, stores, landscapes, clothing, and games.

Second Life is created by Linden Lab, a company founded in 1999 by Philip Rosedale to create a revolutionary new form of shared 3D experience. The former CTO of RealNetworks, Rosedale pioneered the development of many of today's streaming media technologies, including RealVideo. In April 2003, noted software pioneer Mitch Kapor, founder of Lotus Development Corporation, was named Chairman. In 2006, Philip Rosedale and Linden Lab received WIRED's Rave Award for Innovation in Business. Based in San Francisco, Linden Lab employs a senior team bringing together deep expertise in physics, 3D graphics and networking.

Note to editors: Second Life(R) and Linden Lab(R) are registered trademarks of Linden Research, Inc.

For more information on Second Life: Catherine@lindenlab.com

Rivers Run Red

Rivers Run Red is one of Europe's most sought-after innovation design companies. Their clients include: adidas, BBC Radio 1, Buena Vista International, Carat International, Penguin Books and many more.

Recent virtual world projects have included: BBC Radio 1's One Big Weekend - the world's largest virtual world festival, a brand activation and immersion with the BBC; 20th Century Fox - X-Men 3: The Last Stand - the Cannes Film Festival live from the red carpet event; and MTV and Fender - the 60th Year Rock Chic anniversary project.

For more information on Rivers Run Red: Rivers Run Red Ltd. 26 Rosebery Avenue London EC1R 4SX T: 0207 278 5656. Contact: Louise@riversrunred.com Web: www.spacethinkdream.com

For further press information on Duran Duran

US and International Media:

Sharon Cho
Magus Entertainment
Tel: +001-212-343-1577. Fax: +001-212-925-4007.
E-mail: sharon@magusentertainment.com

UK Media:

Gerard Franklin/Margaret Murray
FMG Tel: (44) 121 224 7450 Fax: (44) 121 224 7451
Mob: Gerard: 07866-360858
Mob: Margaret: 07866-422109
Email gerard@fmguk.com or margaret@fmguk.com

Source: Epic Records

CONTACT: For more information on Duran Duran: US and International
Media: Sharon Cho, Magus Entertainment, +001-212-343-1577,
Fax: +001-212-925-4007, sharon@magusentertainment.com; or UK Media: Gerard
Franklin at Frequency Media, Main: +44-(0)-121-224-7450,
Direct: +44-(0)-121-224-7452, Mobile: +44-(0)-7866-422109,
Fax: +44-(0)-121-224-7451, gerard@fmguk.com; For more information on Second
Life: Catherine@lindenlab.com; For more information on Rivers Run Red:
0207-278-5656, Louise@riversrunred.com; UK Media: Gerard Franklin or Margaret
Murray, FMG Tel: 44-121-224-7450, Fax: 44-121-224-7451,
Mob: Gerard: 07866-360858, Mob: Margaret: 07866-422109, gerard@fmguk.com or
margaret@fmguk.com

Web site: http://www.epicrecords.com/
http://www.spacethinkdream.com/
http://www.fmguk.com/
http://www.magusentertainment.com/
http://www.shockwave.com/

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