BBC music festival simultaneously in-game and in real-life

This weekend, the BBC's Radio 1 is holding its One Big Weekend music festival simultaneously in Dundee and in the virtual world Second Life:
Every virtual festival-goer will get a wee digital radio to take away with them, which will broadcast Radio 1 in-game, wherever you are. There's also, I hear, these Radio 1 teeshirts for your avatars. And dancing. And a chance that you could appear on-screen at the actual festival - the jumbotrons may or may not take screengrabs of the in-game festivalgoers.
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Cory Doctorow

Jun 1, Sydney Vivid
Jul 14, London EFF Speakeasy
Jun 18, Dublin Internet Freedom
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For the Win (YA novel)
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