Duran Duran hit virtual stage

Duran Duran will perform live on the site. Picture / Reuters

Duran Duran are trying to re-package themselves as a band for the 21st century using a virtual reality website, in what they say is a promotional first.

The band will appear as custom-designed characters, or "avatars", on website www.secondlife.com.

They will also perform live on the site in coming weeks.

In the online society, 350,000 members operate avatars that interact with each other.

Users can build virtual homes, have fantasy jobs or alternative lifestyles.