Feeds

EMI hires the Biggest Brain in Sadville

Why?

Secure remote control for conventional and virtual desktops

How desperate is EMI? Desperate enough to hire the co-founder of Sadville? Amazingly, yes. Not only is a graphics programmer joining the storied British music group as head of "digital strategy" - he cheerfully admits he doesn't know anything about the music business. And he doesn't even like music - he's only bought five albums in the past eight years and three of those are by Rush.

Welcome to EMI, then, Linden Labs co-founder Cory Ondrejka.

Of course, not knowing anything about the business one is in, or liking the product it produces, are no obstacle to a successful career. But after years of digital flops, the music business needs some savvy. And here, it's EMI's claim that "Ondrejka drove multiple initiatives that generated enormous value from user participation, creation, and collaboration" that might raise a few eyebrows.

Second Life is the puerile virtual reality game that Ondrejka midwifed. It's best known to regular Reg readers for its flying penises and currency scams. However, it's lacking in all the things EMI (or any other digital music company) needs. Scalability, security, and sustainability - three things music companies desperately need from their technology providers - are all lacking in Sadville.

For all the acres of press coverage, Second Life never matched the numbers claimed for it. Deceptively, the company claimed people who'd logged in once - a number it said was in the millions (12m at the latest claim), were "residents". The true figure (which Linden Labs no longer displays on the front page) was between 15,000 and 20,000 - the population of a small town, as Shaun Rolph pointed out here in The phony economics of Second Life last year.

Linden Labs sucked down over $30m worth of investment from VCs in order to draw a crowd of just a few thousand. (The privately-held company now claims it is profitable, but that comes from money generated by a handful of fanatical subscribers, mostly from recurring virtual "land" fees.

(It's not called Sadville for nothing.)

And even with tiny numbers, compared to far more popular multiplayer games, Second Life creaked beneath the load. Just this weekend another attempt to scale the network saw these problems fixed:

"Avatar no longer sinks slowly while hovering (and 'hopefully' [our emphasis] no longer displays other slow rise/fall symptoms in hover modes) and "Avatar no longer gets stuck in hover when walking up stairs or impacting prims at certain angles".

Ah, yes. That'll come in useful at EMI.®

The essential guide to IT transformation

More from The Register

next story
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Assange™: Hey world, I'M STILL HERE, ignore that Snowden guy
Press conference: ME ME ME ME ME ME ME (cont'd pg 94)
Video of US journalist 'beheading' pulled from social media
Yanked footage featured British-accented attacker and US journo James Foley
Caught red-handed: UK cops, PCSOs, specials behaving badly… on social media
No Mr Fuzz, don't ask a crime victim to be your pal on Facebook
Ballmer leaves Microsoft board to spend more time with his b-balls
From Clippy to Clippers: Hi, I see you're running an NBA team now ...
Online tat bazaar eBay coughs to YET ANOTHER outage
Web-based flea market struck dumb by size and scale of fail
Amazon takes swipe at PayPal, Square with card reader for mobes
Etailer plans to undercut rivals with low transaction fee offer
Call of Duty daddy considers launching own movie studio
Activision Blizzard might like quality control of a CoD film
US regulators OK sale of IBM's x86 server biz to Lenovo
Now all that remains is for gov't offices to ban the boxes
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.