The massive multi-player online world construction kit of “Second Life” currently has 1.8 million accounts, and is growing in membership by 20,000 per day around the world. As CEO of Second Life, Philip Rosedale recently reported in a demo for the Long Now Foundation this month, its growth is hyperexponential. Which begs the question, if the most creative activity is taking place in the virtual world, as proven in many cases in Second Life, how does this affect the real world, and therefore future generations who are increasingly more familiar with being in both?
Second Life was started by Linden Lab in June, 02003 and offers users the opportunity to create avatars, or people with personalities and virtual worlds and economies using Linden money which is currently at $1USD to 270 Linden dollars. You can participate in Second Life for free, or pay a subscription which gives you additional add-ons and options such as “owning land.” What Second Life founders realized quickly is that the main value in the virtual world is creativity over everything else. Freed of figuring out the costs of goods, distribution, etc., people can create faster and form relationships, then end them and move on. Currently, there are 7,000 businesses operating in Second Life, generating an annual economic activity of $70 million. Brands such as Reebok and Adidas have tested customizable shoes in Second Life, while Toyota, Nissan, and American Apparel all have various cities and stores set-up in Second Life as relationship-building exercises with consumers.
What’s interesting is that as people create their own online avatars, their creativity increases in what these avatars do. For example, there are thousands and thousands of clothing designers in Second Life avatar characterizations. The genius behind it is that it allows other people to see what others are doing, which inspires people to keep topping each other with even cooler things, resulting in a massively creative collage. Which in many ways, if affecting the speed of change and trends in the real world.
This can already been seen in Japan. The influences of manga comics and anime are so ingrained in youth culture (manga comic stores are packed daily from open to close) as well as street fashion, that influences in fashion and worn in public are not uncommon. As we reported in “Harajuku Girls: Fresh Report from Japan’s Fascinating Subculture Continues to Inspire Designers + Musicians,” this month, dressing as a Goth Lolita and cruising the streets shopping with friends is not uncommon among 15-20-year-olds in various parts of Tokyo. Cosplay, or dressing specifically as characters, has become big business in design and fashion, not only in Japan, but also the United States and Europe where Cosplay Conventions are often held, attracting thousands of young people.
The thing about Second Life, and even MySpace, is that it allows users to create exactly that: their own second life or my space that can be used to create alternative, and usually more creative personal identities. So if it works for people, it can also work for brands that have been turning to these sources to not only test strategies, but even create new identities and campaigns—free of their reality--that interact in a completely different way with consumers, or rather, virtual avatars.—Kathleen Gasperini
