MindArk Partners with Singer Kevin Rudolf for Cross Promotion

MindArk announced today that singer/producer Kevin Rudolf will be staking out a space in Entropia Universe. MindArk will also be using Rudolf's single "Let It Rock" to promote Entropia's planned graphics update to CryEngine2. The company will host a contest for user-created music videos and use the song in exclusive promo videos. Rudolf will also launch his own space with a virtual goods promotion.

MindArk says that the 2009 graphics update will bring a host of new planets from independent developers, including "Kevin's Wasteland," a virtual space for Rudolf with a zombie-infested urban battleground theme.

Visitors will get early access to new music from Rudolf, but he's also launching a virtual goods brand, starting with the ZK1 Zombie Splatter Gun.

"I decided to go virtual to launch my B.A.M.F brand because a custom diamond encrusted shotgun is not something you're gonna find in Macy's, but in Entropia Universe it could easily have a $10,000 US price tag. I've partnered with NEVERDIE Studios to launch the very first luxury virtual goods empire," said Rudolf.

At first I thought that just sounded a little goofy, but it does show a solid recognition of what makes virtual goods work: status.

I'll be interested to see if Rudolf can find an audience and whether he's looking for an actual revenue stream with expensive goods (and if he launches a $10,000 shotgun) or just a way to get his brand out there. Regardless, I like that he's seizing on the virtual world for a unique opportunity of engagment, both through an activity- and content-based space and virtual goods that take the brand out of limitations from the physical, Macy's world.