Duran Duran become pioneers again with virtual live concert by Jennifer Whitehead

© copyright Brand Republic

UK, LONDON -10 Aug 2006. Duran Duran, one of the bands credited with making the music video a crucial marketing tool, are once again at the vanguard of pop promotion.

The band will be the first to stage an 'in-world' live concert for players of the online virtual world 'Second Life'.

All five original members - Simon Le Bon, John Taylor, Nick Rhodes, Roger Taylor and Andy Taylor - are taking part in the venture.

They have commissioned their own custom-designed avatars to take part in the world, including giving concerts and making media appearances.

The project has been designed by London-based marketing agency 3003 Group, ahead of Duran Duran's new album launch in the new year. The strategy will also include a mobile downloads shop and a new website.

Founded in Birmingham in 1978, Duran Duran became famous for their glamorous videos, often shot in exotic locations and, in the case of 'Girls On Film', for being banned for being too racy.

Rhodes, keyboardist for Duran Duran, said: "'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."

Other firsts claimed by Duran Duran are being 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 with 'Electric Barbarella' in 1997; and the first band to produce a pop video made entirely using Macromedia Flash software.

Design agency Rivers Run Red has been appointed to create the five Duran Duran avatars.