August 9, 2006

Duran Duran uses 21st century marketing tools

LOS ANGELES (Reuters) - The 1980s pop group Duran Duran is
trying to repackage itself as a band for the 21st century,
using a virtual reality Web site, in what it says is a
promotional first.

Garage bands and iconic groups like U2 have turned to the
Internet for everything from music sales to marketing.

On Wednesday, Duran Duran said its five original members --
Simon Le Bon, John Taylor, Roger Taylor, Andy Taylor and Nick
Rhodes -- would appear as custom-designed characters, or
avatars, on the Web site Second Life (
They will also perform a live concert on the site in the coming

Duran Duran said it was the first major band to have a
large presence on Second Life.

Rhodes said Duran Duran, known for songs like "Rio" and
"Hungry Like the Wolf," experimented with music videos in the
1980s. They hope to do the same with the Internet.

"Whatever you can imagine is now possible ... Second Life
is the future right now, offering endless possibilities for
artists," Rhodes said in a statement.

In the online society created by San Francisco-based Linden
Lab, 350,000 members operate avatars that interact with each
other. Users can build virtual homes, have fantasy jobs or
experiment with alternative lifestyles.