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Duran Duran Create Virtual Universe Inside 'Second Life' Online World

World's First Artists to Stage 'In-World' Live Concerts; Fans to Join Band Avatars on Duran Duran Luxury Island

NEW YORK, Aug. 9 /PRNewswire/ -- British rock stars, Duran Duran, will
make Internet history once again with the creation of their own, 'virtual
universe' inside the leading online virtual world, Second Life.

Although details are yet to be unveiled, the five original band members
[Simon Le Bon, John Taylor, Roger Taylor, Andy Taylor and Nick Rhodes]
announced today that they have commissioned their own custom-designed
avatars who will live out a genuine 'second life' on a fantasy, luxury
island, with 'in-world' concerts and media appearances taking place
alongside the band's media, public and live engagements in the real world.

Duran Duran will become the first major band in the world to have a
virtual world presence; and the group will make history in a few weeks with
the first live concert by a pop avatar band performed by the group's
actual members.

The band has appointed London virtual world designers Rivers Run Red to
create the five Duran Duran avatars and the band's bespoke universe.
Creative Director Justin Bovington said: 'This heralds a new era in how
branded content is being developed. For the first time a major
international band is using a virtual world as a branded, immersive
experience. We're working directly with the band members to ensure fans get
the ultimate Duran Duran experience'.

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