
Crossing MTV's G-Hole logo-- and into an era of corporate promotion in Second Life
When New World Notes began 2006, I was still Linden Lab's embedded journalist, and the world had just over 100,000 registered accounts. (And that was back when counting the total number of accounts meant something, because until late 2005, Basic accounts still cost $9.95 and required a credit card for registration.) By conscious choice, I made my very first post of the year about an MTV producer shooting a fashion video in-world. It was one of the first real world companies to enter Second Life (and certainly the most recognizable one), so I thought it might represent a major shift in the culture, for better or worse (or better and worse.) Would the community assail the producer with protest signs, as they did with the first real world brand agency? Would they embrace it wholeheartedly in droves?
The answer, I concluded in a story cheekily called "And Your Chicks for Free", was a bit of both: some were interested, a few were annoyed, but most were just indifferent or unimpressed (or at least, pretended to be.) And the world kept growing more or less unchanged by the arrival of corporate interests. Since then, however, that interest has continued to grow, fueled in part by a Harvard Business Review article which had an in-world forum, other articles and pioneering projects, and the arrival of numerous "metaverse developers" who create Second Life sites for real world companies and organizations. (The big five currently being Aimee Weber Studios, The Electric Sheep Company, Infinite Visions Media, NWN sponsor Millions of Us, and Rivers Run Red.) But though they've been working at it throughout the year, it's still unclear how much impact they're having on the community at large, most of whom seem unimpressed by or indifferent to all these big money bids for their attention. (Then again, if you had read "Chicks for Free", that wouldn't be surprising.)
That was one epochal shift New World Notes reported on in 2006. A few more, after the break.