Top UK Electronica Group's Latest Music Video Shot in Second Life (Where They Regularly Perform Live)

This is the latest music video from Loverush UK, a British electronica group with a number of hit singles in their country, and as you'll notice, the sensual and throbbing club footage is actually machinima captured in Second Life. With any luck, it'll be broadcast on UK MTV soon, but see it here first:

Loverush regularly performs live sets in Second Life at their own club, Loverush Digital, as the avatars Kinky Roland and Loverush Pennell. This track, "Different World", is actually a remix of a Loverush hit from 2008, and for this new version, the band turned to SL and their fans there.

"[W]e really wanted to give something back to our Second Life fan base," as Mark Loverush puts it, "but also show the real world how much fun Second Life can be."

Loverush was introduced to Second Life a few years ago by Kirsty Hawkshaw, herself a renowned British musician who's made the metaverse part of her creative world. In this way, he discovered Second Life's live DJ scene, and came to admire SL-based DJs already working in it. "As a DJ in the real world I know how hard it is to capture a moment that people will remember when they go out, so to capture a worldwide audience, I really admired that."

Loverush recently performing in Miami, and in Second Life

Loverush has performed around the globe, but, he says, "I actually have to admit I really prefer DJing live in Second Life more than I do in the real world, this really is purely for the fact that I am DJing to a worldwide audience, rather than just 300 - 400 people in a club in London. Some people may get it, some people don't, but I really see Second Life as the new future and with more artists or label like ourselves doing things like this it will make more awareness for this brilliant invention."

The Loverush Digital Club is open on Tuesdays from 12pm - 4pm Second Life time, Wednesdays (12pm - 2pm SL) and Fridays and Saturdays (12pm - 6/7pm SL). [SLurl teleport at this link]

Photo courtesy Loverush. Thanks to MyBrains Gottfried, who shot the "Different World" video, for the tip!

Comments

[Ann Otoole]

Sweet! Well done!

[Hitomi Tiponi]

Love this track - and a mention for the lovely Inspire Space Park for the extra footage at the start and end.

[Scylla Rhiadra]

It's a pleasant enough tune . . . but I am utterly perplexed by the video. An almost limitless array of visual imagery available in SL, and about 90% of this machinima shows . . . dancing avatars?

That'll bring the unwashed masses crowding in for sure.

[Dawny Daviau]

Some additional info. It is shot in Kirstens latest S19, which is specially build for the job *winks* Love the tune ^^

[rikomatic]

great stuff, love the track! congrats!