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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Technology > Article Home Business & Finance News U.S. Politics International Technology Internet Holiday Gift Guide Entertainment Sports Lifestyle Oddly Enough Environment Health Science Special Coverage Video Pictures You Witness The Great Debate Blogs Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters You Witness News Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters Music Mogul offers virtual world to musicians, fans Sun Nov 16, 2008 9:35pm EST Email | Print | Share | Reprints | Single Page [-] Text [+] By Gail Mitchell LOS ANGELES (Billboard) - Grammy Award-winning songwriter/producer Rodney Jerkins and former Vivendi Games executive Nicholas Longano are teaming up on a technology project that will present a basic virtual world, in the tradition of Second Life, on the Web. The site, Music Mogul, will feature social-networking functions, online games and "live" performances that users can watch in streaming video. Like other online music destinations such as FameCast, myAWOL and rapper Ludacris' WeMix, Music Mogul will use real-life rewards to help build an online audience. Users will be able to upload videos of themselves performing to compete for a three-song demo deal with Jerkins' Darkchild Productions. Music Mogul will retain ownership of any user-generated videos uploaded to the site. A preview of coming features will be posted at musicmogul.com November 24, with a formal launch expected in February. Jerkins, who has produced such top artists as Beyonce, Mary J. Blige and Britney Spears, will serve as Music Mogul's chief creative officer and music supervisor. The company's CEO will be Longano -- who, before his stint as general manager and executive VP at Vivendi Games, was president of Massive, a videogame advertising network now owned by Microsoft, and Brash, a publisher of movie-based videogames. Music Mogul will generate revenue through a combination of advertising (Lionsgate Home Entertainment will be the first sponsor), premium subscriptions and the sale of virtual goods and services. Access to the site and use of its social-networking features will be free, but users will have the option to purchase upgrades to their avatar's clothes and living quarters and attend events that will require paid admission. Music Mogul also plans to offer a monthly subscription that will provide users with access to all fee-based events and avatar accessories. The company will also invite established musicians to set up their own "celebrity cribs" on the site. Musicians will be able to stage fee-based album release parties and sell real and virtual merchandise, such as albums and avatar accessories, Jerkins says. "We're creating something where labels can make money and artists can make more money through micro-transactions like fans wanting to wear a particular artist's hat or clothes," he says. "They can click on that item and buy it." Reuters/Billboard © Thomson Reuters 2008 All rights reserved Share: Del.icio.us Digg Mixx My Web Facebook LinkedIn Next Article: Facebook pulls Italian neo-Nazi pages after outcry The Great Debate For Yahoo’s Yang, news keeps getting worse Jerry Yang has worn his leadership at Yahoo like an ill-fitting coat since coming to power last year, appearing reluctant to make the dramatic restructuring moves analysts and investors have long considered vital to get Yahoo to reaccelerate its growth. Commentary Editor's Choice Pictures Video Articles Slideshow A selection of our best photos from the past 24 hours. 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