Music project created in Second Life appears on a billboard in Seoul
Ryan Kruz, from the XQUAD virtual project, has again taken Second Life to the real world with a new campaign in Seoul. After appearing in Times Square last year, the group now appears on a billboard in Gangnam with QR code leading the audience to EP KARMA on Spotify
Automatically translated from the original.
A musical project born within Second Life has once again crossed the border between the virtual and the real world. Ryan Kruz, a name linked to the XQUAD group, appeared in a new billboarding campaign in Gangnam, Seoul district known worldwide for the strength of South Korean pop culture.
The novelty was highlighted by Wagner James Au, do New World Notes, who remembered that this is not the first time the project takes its avatars to large advertising spaces. By October 2025, the same universe had already been taken to billboards in Times SquareIn New York.
Now the movement gains an even greater symbolic weight by taking the campaign to Seoul, bringing the K-pop's cradle project closer together. According to the subject, the action includes a QR code that directs the public to the EP KARMAof Ryan Kruz- Spotify.
The report also states that the campaign has already brought good engagement, with about 20,000 streams to the album so far. The final material displayed on the billboard goes through strong post-processing, but the base continues to be produced from scenes recorded in Second Life itself before following other editing and visual adaptation tools.
For those who follow the metaverse, the case draws attention because it shows how projects created within Second Life continue to find ways to reach the public outside the platform. More than a visual curiosity, the campaign reinforces the potential of the virtual environment as a space for creating, performing and branding.
Credits: original article by Wagner James Au / New World Notes. The Seoul campaign was released with posts associated with Ryan Kruz and X:The Label, and the EP quoted in the article is KARMA, available on Spotify.
