What’s Missing From Second Life Events

Yesterday I provided some thoughts on the decrease of attendance to Second Life events; events are not engaged with their audience and collaborations between artists and locations need to occur more often. Paisley Beebe joined in the conversation with an interesting comment:

The onus in SL is often put squarely on the musician to create a show worth returning to over and over again but, in my theory no amount of bells and whistles can in reality, or virtual reality create a situation where the same audience would WANT to keep comming back to see the same act or variations of it over and over again….In RL we musicians move around…for good reason unless you are, or want to be background music, al la the Piano Man in your local bar…you need to change audiences and spread the love.

There’s some truth in this statement. In the “real world” musicians, DJ’s and event hosts are responsible for the success of an event by how it is executed and a legitimate expectation. Events must be worth attending, even for the simplest reasons.

There are other factors, one of the big ones is the lack of event promotion tools.

There are gaps in easy to navigate and manage promotional tools and event listing resources. To Linden Lab’s credit the Music Showcase is one of the better resources that exist. Searching and managing events through the Second Life Event system has been problematic for a while and Second Life Groups provide additional avenues for promotion they are limited. Previously I’ve covered methods to promote business or websites dedicated to Second Life (part 1, part 2), and recently mentioned new promotional ideas. However gaps in the effectiveness of these tools remain. There are individuals who do their best to promote events (New World Notes, DJ DoubleDown, Crap Mariner), it doesn’t cover the breadth of Second Life.

The frustration is, finding events and comments to these events requires a collection of blogs, resources, and listings to follow. A better resources can be developed and should. Included with these resources are tools and groups that handle promotion. I’m surprised the a virtual world promoter hasn’t flourished as an occupation by now. There are many managers who have clients, but there isn’t a promoter or a large promotion group that handles major event promotions. Maybe the first step is creating one.

7 thoughts on “What’s Missing From Second Life Events

  1. As usual, the robot never pulls punches:

    Whenever I am charged with good deeds, I do my best to find someone more guilty of them than I. Hence, why I keep notes and try to learn from their successes and my frequent mistakes.

    Easily done: Cher Harrington.

    She is relentless, tireless, and without an ounce of FAIL in her body, RL or SL. Events, the live musician stream… access in-world or out – the Dublin Crew have no peer and have leapt beyond some of the pioneers like Circe, Flameheart, etc.

    Circe’s Circle Radio does a heck of a lot of promotion and networking… looking forward to seeing a stronger social networking aspect from that core group.

    The circle around Molaskey’s Pub are a strong group. I think Apple, Nasus, and Katydid are starting to get the engine going beyond SLCC and and such.

    Holli Holliwood and Filthy are a 1-2 punch with their collective.

    I’m not comfortable with the Muse Isle-Metanomics crossovers with music events announced on Metanomics, but as the primary venue and hosting muscle for the show for Remedy, Caesar gets his due. (And Von Johin is worth promoting from every hilltop. Some of the best two hours I’ve spent with an icepack on my knee.)

    Reports on how Music Awareness was set up, conducted, and its impact has me thinking that Music Not Politics/Moody’s crew hasn’t reached the Dublin group’s impact or effectiveness, but with their apparently alignment with TRAX and their MNP website suggesting a recording label in the future, they’ll be interesting to watch.


  2. Crap, your entirely right, more people who do great with their groups and collectives, and while their effect has been great I feel it’s been a bit limited. Outside of the great efforts each of these groups do to promote those groups, there aren’t larger efforts across the entire platform; and that’s where I feel the gap lies.

  3. I think the keys are ongoing event development (seldom the same thing twice) and promotion, ie just the same things as are required in the biz at large anywhere. Increasingly I think the latter needs to extend beyond SL – we, for one, are looking for audiences in other VWs and in RL at large and not just in SL. So we are doing a lot of off-world promotion because that can be accessed by residents of anywhere, as can the station.

    Of course as far as content is concerned, with a sizeable international staff and a large music library, we are in a better position in terms of variety that a live musician, but equally we have had some very successful events where we’ve done hybrid shows with live music interwoven with DJing.

    The bottom line, though, is promotion I think. There are more people in-world than ever before, but there is more happening than ever before: we have to get their attention.

  4. In Dublin we have explored every avenue to make Live Music available in SL. Apart from the standard SL musician events, we have regular “Simulcasts ” from venues in London and Dublin (and most recently SxSW festival in Austin), Themed and sponsored events with companies like Warner Music and Gibson guitars, unique events like the Sinulcasting the TV Show “Let’s talk Music” from Malta, with audiences in both RL and SL being able to question the Panel of experts. The Blarney Stone Group in SL is at about 9500 members, so we have a huge community element to it.My SL Music budget is around L$180K per month, with RL sponors avaialable to cover that. And finally, we have Cher, who’s dedication and Enthusiasm know no bounds.

    THe formula of combining a community with Live music events seems tohave worked, and we continue to get great numbers at all our events. But it has taken 4 years to get here, so it is not an overnight achievement.


  5. Thank you again Nexeus for your input.

    i kind of giggled when I got to this part though: “I’m surprised the a virtual world promoter hasn’t flourished as an occupation by now. There are many managers who have clients, but there isn’t a promoter or a large promotion group that handles major event promotions. Maybe the first step is creating one.”

    …there are, and many. My company, Ravelong Productions is one of many inworld quality event production and promotion companies. It’s been my bread and butter inSL since I’ve been inworld. http://djdoubledown.blogspot.com/search/label/Ravelong%20Productions%20Portfolio

    …and , yes, when there is a budget.. there is always a crowd when I produce or promote an event. When it’s a shoestring budget or no budget (95% of events in SL), that, for me, is when it is tough to draw the crowd… but when there’s money spent on advertising, I have no problems.

  6. I think Nexeus has a very valid point, which applies to Art shows and installations too – making them known to a wider audience across the grid is still problematic.

    Some individuals and promoters certainly generate good publicity, but for anyone trying to find out about new and interesting events in a timely fashion some better tools and listings would be great.

    Of course, the bottom line is still the restriction on attendees – as soon as something/someone is successful, avatar limits and lag on sims overshadow the event.

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