Trend: Virtual Clubbing

Lines between virtual and real-life communities blur.

Trend Description:
With websites like virtualibiza.com and the clubbing venues on Second Life, nobody really has to get out of his or her comfy apartment to meet likeminded partiers and music-fans anymore. MTV has taken this virtual clubbing concept a step further with Virtual Lower Eastside (VLES.com), the first reality-based clubbing and music community online. Instead of creating a fictional world, the places, venues, and people in this virtual reality actually exists in real, er, reality.

Cases:

VLES.com
Virtual Lower Eastside brings the real Lower Eastside to people around the world. Bands, musicians, and music fans can browse through a virtual version NYC’s famous mecca of independent music and culture, where they can stroll around, walk into CG versions of real clubs, listen to music, meet other fans, and witness “live” shows. There is a map, descriptions, pictures, and event-info for each club and venue. Bands (so far around 900 are signed up) can promote themselves and gather a global circle of fans, while fans can create playlists, photo galleries, and blogs. They can recommend music to other users, invite them to events, or simply network.

Trend Impact:
Right now there are no advertisements on VLES.com except bands promoting their gigs. The music is free and can be uploaded by anybody who wants to be featured on the website. However, as the user agreement mentions, there will be advertisers invited to network in the future, and e-commerce events won’t be excluded. The Virtual Lower Eastside lets users dive into the independent, cutting edge, and still (sort of) underground scene of the Lower Eastside while connecting marketers and advertisers to the people who make it happen.

Virtual Lower Eastside

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