Los Angeles: The 1980’s pop group Duran Duran is trying to repackage itself as a band for the 21st century, using a virtual reality website, 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 website secondlife.com.
They will also perform a live concert on the site in the coming weeks. 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.
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