In a deal that showcases its ability to bring name talent into its virtual world, There.com announced Thursday that at least five Capitol Music Group (CMG) bands will make appearances there in the next few months.
Among the acts that will be appearing in There will be rap artists MIMS, Korn and the Beastie Boys.
MIMS will come in-world on July 10, There said.
The deal is good for enhancing There's status as an online public showcase. Already, There has built several virtual presences for MTV, but those were private, gated environments unconnected to its main grid.
This bodes well for There also because much of the attention being paid to social, 3D virtual worlds goes to Second Life. So for a major label to bypass Second Life and choose There is a sign that major names are willing to look elsewhere for their virtual world setups. Thus, the CMG partnership is important if There wants to establish itself as a bona fide, viable alternative. Whether it can do so, of course, remains to be seen.
When the bands come in-world, they will go to special clubs where fans can meet their members, chatting one-on-one for a few minutes. Further, the bands will sell all manner of merchandise in the virtual world.