Originally published on my Patreon here
A recent SL influencer video (watch above) provoked a mini-firestorm within the SL community, and that's no surprise, as it alleges that highly popular in-world shopping events are unfairly controlled by gatekeeping "cartels", among other hyperbolic descriptors.
I've heard similar complaints for years, so it's worth airing another perspective -- in this case, from Axl XOXO, co-owner of BackBone, frequent shopping event participant, and one of the largest furniture brands in SL:
Less than 10% of sales comes from events. We do events cause we want to, they make SL fun and a shopper has an opportunity to see from all of us in one place.
The reason event owners only allow certain designers in isn’t to gatekeep. It’s to protect the event’s integrity. There have been cases where people using stolen mesh or violating IP rights slipped through, and that puts the entire event at risk.
Event organizers do want to bring in fresh talent, and they’re always on the lookout for new faces. But it can’t be a free-for-all, because once an event’s reputation is damaged, it affects everyone involved. Trust goes both ways. If I saw an event owner letting in creators who use stolen content, I’d leave that event immediately.
At the end of the day, the goal is to give customers a space where they can find 100 high-quality designers they know they can trust all in one place.
As evidence of this, he shares this chart on BackBone's sales sources:
"Most of our sales are from Marketplace and Mainstore, and only 10% come from all events combined. So the narrative that, 'Oh if designers gets kicked out of events they are cancelled' Is entirely false we can totally be okay without events. We do them cause they are fun and make a great experience for shoppers."
I ask him: Can you understand why many smaller brands think there's unfair gatekeeping?
He argues otherwise -- and in doing so, offers useful advice for newer, smaller brands which want to be featured in events:
I think "gatekeeping" is the wrong word here. Gatekeeping would be more like: "No matter how good you are or how much you’ve proven yourself, you’re never getting in."
What we’re seeing instead is caution—most event owners are just trying to protect their reputation. With all the stolen content and IP risks out there, they have to be selective. That doesn’t mean new or smaller brands don’t have a shot—it just means you have to build trust first. There’s a difference between protecting quality and locking people out for no reason.
When I meet new brands, I often see a product with potential—but it still needs refinement and time to build a solid reputation. You can’t expect to land a spot in a tier-one event on day one. That’s just not how it works. Start with newcomer events, grow your audience, improve your mesh quality, and prove that you’re consistent. In time, event owners will notice a strong track record. But at the end of the day, it’s still their call—they’re curating a lineup that customers trust.
And here’s what many miss: convenience matters. If you’re prepared with a polished release, a clean ad, and your booth ready to go, you’re not just easier to work with—you become the reliable choice. Having a finished release and setup increases confidence and trust. It shows you’re serious and not just a gamble. You’re not a blind box—they know what they’re getting, and that makes all the difference.
Also, don’t underestimate the value of support. A lot of event teams do notice if you follow them on social media, share their posts, and help promote the event. You need to show up for them the same way you expect them to show up for you. That mutual respect can go a long way when they’re deciding who gets in.
Axl's take generally aligns with what I know about events:
In my 2025 report on the state of the SL economy (subscription required), only 23% of merchants surveyed said that shopping events were significant revenue source for them. Many or most merchants also emphasize that mainstore and Marketplace sales are generally better for them.
My own take is to side of all this: Second Life was never conceived to mainly be a massive shopping event, but the arrival of mesh has completely distorted its culture and economy.
Anyway, what's your view -- closer to what Prisqua says in her video, or Axl? Discuss in comments!
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