Feeds

EMI hires the Biggest Brain in Sadville

Why?

The next step in data security

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.®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
JINGS! Microsoft Bing called Scots indyref RIGHT!
Redmond sporran metrics get one in the ten ring
Driving with an Apple Watch could land you with a £100 FINE
Bad news for tech-addicted fanbois behind the wheel
Murdoch to Europe: Inflict MORE PAIN on Google, please
'Platform for piracy' must be punished, or it'll kill us in FIVE YEARS
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Found inside ISIS terror chap's laptop: CELINE DION tunes
REPORT: Stash of terrorist material found in Syria Dell box
Sony says year's losses will be FOUR TIMES DEEPER than thought
Losses of more than $2 BILLION loom over troubled Japanese corp
Bono: Apple will sort out monetising music where the labels failed
Remastered so hard it would be difficult or impossible to master it again
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.