Linden Lab and Motown: a new approach to user on-boarding in Second Life

The Motown Experience: contained within a Welcome Hub estate

On Tuesday, June 20th, 2023, Linden Lab officially announced the launch of a new partnership experience, this one with Capitol Music Group through their Motown Records label (see: Motown Records Enters the Metaverse with Exclusive Events and Immersive Second Life Experience – corporate press release – and Motown Records Debuts New Music Experience in Second Life – official Second Life blog post).

Of course, such partnership between the Lab and external entities are not new; nor, it is not unfair to say, have they perhaps been the most successful of ventures, as might be said to be the case with Film Threat and Zenescope Entertainment Inc (see: The Zenescope Metaverse in Second Life), and it is more than likely that this announcement will cause some rolling of eyes / raising of eyebrows in an “oh no, not again” style…