Lot’s of newsflow in the last couple of days about Lady Gaga gaining an injunction against Mind Candy, owners of Moshi Monsters.
Moshi developed a character called Lady Goo Goo and placed songs onto YouTube, with plans to release a song on iTunes via their new music division Moshi Music. Here’s the news report.
Unofficial re-creations of brands inside virtual worlds are nothing new. Back in 2008 we identified this trend – primarily inside Second Life with residents (as opposed to Linden Lab) creating and in a lot of cases actually selling these virtual goods. Furthermore, the concept of users re-creating music videos as machinima is another interesting topic.
This case is slightly different because it’s the virtual world company itself creating the unofficial brand as opposed to the users – but it seems the Moshi users really love the character.
In response to the trend of unofficial brands and virtual goods, we developed the ‘5 Rules of Virtual Brand Management’ back in 2008. It’s a set of principles that brand owners should consider before taking action. Perhaps Lady Gaga should have read this first. The full report can be ordered here and shown below is a quick summary presentation.