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Music Startup Borrows From 'American Idol'

The Wall Street Journal profiles a new Web startup that combines aspects of social networking, "American Idol," and online multiplayer gaming.

Called Music Mogul LLC, the startup will next week unveil a new virtual world that allows members to upload videos of themselves performing to compete for a three-song demo deal with a production company. Inside the virtual world, users can also attend virtual concerts as well as events with real-life celebrities, play games and complete missions to increase their status on the site.

Analysts and industry experts believe one of the keys to the growth of virtual worlds is combining social networking and videogames in a way that would attract an even broader audience. The Journal says that Music Mogul, which will launch in the first quarter of 2009, is designed to attract teenagers and young adults who aspire to enter the music business by giving them a simulation of the experience. The site echoes "American Idol" in that members will vote for the best video performances every quarter. The top performers are then brought to L.A. to compete in front of a panel of celebrity judges. The winner gets a demo deal with Dark Child Productions.

Read the whole story at The Wall Street Journal »

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