A One-on-One Conversation With the Founder of the Avi Choice Awards
In every era of Second Life, there are names that become woven into the very fabric of the community—people whose passion, creativity, and relentless dedication shape the experiences we all share. For nearly two decades, Nikki Mathieson has been one of those defining forces. From founding landmark events like the Home & Garden Expo, Breedables Fair, Fashion Expo, Xmas Expo, and of course, the beloved Avi Choice Awards, to helping raise millions through Relay For Life of Second Life, Nikki’s impact reaches farther than most residents will ever know.
What began in 2006 with a group of friends exploring a brand-new digital frontier quickly transformed into a journey filled with leadership, creativity, and heartfelt purpose. Today, with the relaunch of the Avi Choice Awards underway, Nikki reflects on the memories, milestones, and meaningful connections that have defined her extraordinary role in shaping Second Life’s history.
Back to the Beginning
“What first brought you into Second Life?”
Nikki smiles at the memory.
“I hung out in an online chat room that featured many reality tv shows. Primarily the Big Brother room. When the season ended, about 40 girls decided we needed to keep hanging out and one suggested we check out a new ‘virtual world’ called Second Life. We did! We had so much fun.. that was in 2006 – early 2007 when necklaces got stuck in the funniest places upon teleporting or you could fling a pest clear across a region with the mysti-tool. You know… the good ol’ days.“
When you first logged in, did you ever imagine it would become such a big part of your life?
“I knew immediately. It was Christmas-time and I was just in awe. It immediately started me thinking about all the possibilities and potentials.”
Milestones & Moments: The Projects That Defined a Career
Over the years, Nikki’s footprint in SL is staggering:
- Manager for her talented singer-son, Damian Carbenell
- Founder of the Home & Garden Expo
- Founder of the Breedables Fair
- Founder of the Avi Choice Awards
- Significant leadership roles within Relay For Life of SL
What are some of you favorite or most proud of projects you were involved in?
“There are quite a few. I managed my son’s music, Damian Carbenell. He is so talented and it was a great time sharing him with SL.”
“I founded the Home & Garden Expo early on, followed by the Breedables Fair and the Avi Choice Awards. All projects I’m proud of.”
“I was on the Leadership Team for many years with Relay For Life, too. The two years that I led the Relay we all raised around 800,000 USD. That was a great accomplishment and one I’ll always cherish and be proud of.”
The Relay For Life Journey
How did you first get involved with Relay for Life here in SL?
“One of the girls I joined SL with mentioned that she’d heard it was here in SL. We decided to form a team and get involved. There were so many of us that we had to form TWO teams!”
Was there a moment or experience in Relay that really touched your heart and stuck with you?
“Many.. too many to even pick just one. That is one amazing group of people.. I mean there are no more determined, dedicated and generous group of volunteers anywhere in the world as there are here in this virtual world’s RFL.”
Looking at the bigger picture, how do you think Relay for Life in Second Life has made a difference?
“Well, besides sending over 6 million USD to fund the fight against cancer… it has also brought attention from the collective group in the non-virtual world at The American Cancer Society to the group effort in Second Life. It added a realness to what can be done online.. which we knew about and believed in all along.”
The Birth of the Avi Choice Awards
What gave you the idea to start the Avi Choice Awards?
“The interaction with creators and talents thru Relay and all the Mega Events I worked. I saw generosity and talent in HEAPS.. wonderful people who make our Second Life’s pretty awesome. I wanted to build a platform that would allow residents to voice their appreciation to the talents that make our virtual world pretty special. It means so much when we find a way to just say, ‘thank you’.”
What did you hope they would bring to the community when you first launched them?
“I hoped it would be received as it was intended. The means to applaud all the diversity and talent our virtual world is. It’s easy to say, ‘eh it’s just a popularity contest’ and in a sense, it is, I guess. But really.. it’s the opportunity for the many who benefit to say, ‘right now.. you’re my favorite.’ Right now, I want to thank you. Right now.. I applaud you, because you deserve it. Every nomination is a nod of appreciation, as it should be.”
Behind the scenes, I’m sure it wasn’t always easy—was there a challenge you faced that really stands out?
“Oh man.. it is a challenge, which is why I retired it in 2016. The residents respond in a HUGE way and it’s quite a task. I guess the two things that really stand out was early ACAs. In 2012, (year 2) I had the stage and audience on one region and when I opened up the region, it filled up so quickly, I couldn’t get my performers, presenters or crew onto the region. I had to close it up and start over. I was mortified and many were furious with me. I learned a lot and from then on, managed the crowd for the Awards show with a ticket system.”
On the flip side, is there a memory from the awards that still makes you smile?
“Yeah.. the cast and crew giving me a special goodbye trophy when we closed the finale curtain for the 2016 Avi’s. I was so surprised and it was super special. We operated on a skeleton crew and the cast got as involved and worked as hard as anyone, each and every show.”
Music Management & Lessons Learned
You managed some of the top singers in Second Life, Johnny Paramour & Damian Carbenell. Probably a few more.
“Just those two.. Well, actually I didn’t manage Johnny.. I co-managed with my sweet friend Jill MacKenzie. Damian had quit singing in SL by then. Those two would have been too much if I had been working them at the same time. They were both really popular and really great. I miss their music in SL, for sure!”
“I know managing singers and working with venues can be very challenging. Are there any recommendations you have for new artist wanting to break into SL entertainment or any other advise you have to offer?”
“I would tell them to ask a current manager for advice because it’s been a long while since I’ve worked it. But what I would tell them, is to read local chat.. answer the IMs.. get to know your fans and then just soak it all in and love what you do. It’s a unique opportunity.. drink it all up.”
The Early Days of Mega Events
You were the Founder of Home & Garden Expo, Fashion Expo, Breedables Fair and Xmas Expo. Those were some of the earlier big product events of Second Life. Kinda the start of all the chaos of todays sales events. So all this is your fault? lol
“HA! Yep.. those events as well as other RFL mega events (Fantasy Faire and the Clothing Fair) were THE early SL big events. At that time, there was only Hair Fair, Shoe Fair and I think that was it. Skin Fair came along soon after. They were fun and exciting. I remember meeting Saffia Widdershins in a hair store before the first Home & Garden Expo. We met because there was a newbie needing help and the 3 of us spent an afternoon around that. lol Saffia said, “I’m about to launch a Home & Garden magazine” .. I said, “wow, I’m about to launch a Home & Garden Expo!” We worked closely together for many years following that. Her Prim Perfect Magazine and Designing Worlds TV Show became very successful. One of my most favorite meetings ever.. she is one of my favorite persons ever. She and Elrik Merlin were presenters on every single Avi Choice Awards show I did, actually.”
“No really, I remember all those events, there was no where near as many as today, those were BIG events back then. They were rare and people flocked to see all the new products and vendors.”
How did you decide to get in involved in big events like that and what do you think of the current way SL shops?
“I saw it as a great way to grow RFL. Plus the SL platform just begged for those kind of mega events. You know what has been fascinating to me is all the shopping events that have taken that initial idea and just run with it. They’re constantly making them better, adding in new ideas, utilizing new technology to make shopping even more fun. It all matters. and it benefits us all from the creators to the ones it’s all created for. We are community.”
Leading With Heart
Nikki’s approach to leadership has always been rooted in humanity.
A good leader, she says, needs:
- Flexibility
- Genuineness
- Heart
- Soul
- A need—not just a want—to accomplish the mission
You’ve led some really large, meaningful projects. What do you think it takes to be a good leader in a virtual world?
“Flexibility, genuineness, heart, soul and love for the cause behind the project. A willingness.. nah.. make that a NEED to get it accomplished and then being so real with it that those around you can’t help but NEED to jump in, too. Always a willingness to learn is important and the real trick is to not get so busy that you let opportunity slip by you. Don’t forget to see those things large and small that others are doing in the effort, because they are totally invested in it too. Let them know you see them.”
How did you find the balance between the technical side, the creativity, and the emotional connections with people?
“Hmmm… I’m not sure I did. But, the truth is, at least for me, a leader is only as good as the team beside her. They ARE the balance. They’re the ones who want you to succeed and they will go without sleep or eat to help you do it. Because it’s become their mission, too and they’re so happy to be onboard.”
Reflections & Legacy
When you think about everything you’ve done in SL, what are you personally the most proud of?
“All of it.. and still going. When we joined Relay, it was pretty small. Watching the number of teams grow each year, the fundraising total climbing. The ACS sent a representative into Second Life to guide us as we started climbing the ladder of success rapidly. He learned quickly that it was US who would be guiding him and seeing his progression and success was pretty amazing. He is still at that helm today, nearly 20 years later.”
“A BIG one for me is when nominees for an Avi Choice Award discover they’ve been nominated. Their excitement and just seeing how much it means to them just to be nominated. It’s validating.. it’s an honor and it makes me smile to see how much it touches their hearts and really lifts their spirit.”
Are there still things you’d like to see happen in Second Life that you didn’t get the chance to start?
“Maybe.. but I haven’t thought of it yet. I’m not done with the Avi’s yet. I’ve missed it. We are a community and we need to hug each other in the spirit of togetherness and appreciation. Second Life is such a great place to shelter in.. just like home in our First Life. We need to share with those who haven’t logged in yet that this virtual world is a place to be proud of.”
Has all of this—the Relay, the awards, the community—changed the way you look at things in your real life?
“I think so, yes. I started Rallies in my first life. I own a food truck and get to travel events, fairs and festivals. I also organize other food trucks to come together and sell what we sell, while dedicating funds and opportunity for local non-profits. It’s a ‘Paying it Forward’ kind of concept. Because of what I’ve done in SL, it opened my eyes to the possibility of what can be done at home, on a local level. There is always a need. There will always be a chance to make a difference, large or small, in a life. All the experiences in SL taught me that you should never be afraid to ask, you might get a ‘no’, but more than likely you’ll meet others who are eager to get beside you and join the effort. I love people differently than I did before all of it. I see them differently and I know that’s from all the hours spent in SL.”
The Future: The Avi Choice Awards Return
Are you still active in anything or have any future projects you are working on now?
“Yes!” she beams. “I’ve relaunched the Avi Choice Awards. Voting just opened today. I’m so excited!”
[AVI Choice Awards Site]
Inspiration & Legacy
So many people in SL looked up to you. If someone wanted to step up and really make a difference here, what advice would you give them?
“Thank you! I would say, just do it! Believe it can happen.. trust it can happen .. lean on and learn from those who offer to help.”
“And lastly, when people look back at all you’ve done, how would you love for them to remember your legacy in Second Life or any personal words you would like to make?”
“I want them to remember the moments we shared.. I want their hearts to warm up when they think about it all.. because it’s all come from the heart. It has been so absolutely perfect for me. A girl is only as good as the team she’s working beside. Period.”
“I’ll end with a true story. One night.. well, actually I think it was early morning, we were at Relay weekend. A group of us were being interviewed and broadcast to those who were walking that track. It had to be 2 am SLT. We were just flat out exhausted. We noticed that one of us had stopped commenting during the broadcast and we said… “wait.. where did Nuala go? It was right then that we heard the snore.. haha.. she’d finally lost the battle to stay awake. We laughed and laughed, on the air, almost in delirium, I think. We were all in serious need of sleep! That will always stand out as one of my BEST memories. The broadcaster and our amazing snorer are the team on T1 Radio who have been beside me every step of the way and let me know they’ll be right there still at the next Avi Choice Awards. In their words, “with bells on.” No better friends to be found in any life.. that’s the opportunity that awaits us all to have and to find in this virtual world.”
“Thank you for this journey down memory lane. It’s been fun!!”
It has been all my pleasure sitting here talking with you Nikki about old times and new ones!
Closing Statement
As our conversation ended, it became clear that Nikki Mathieson’s legacy is not defined by events, titles, or numbers—it is defined by people. By the communities she built, the volunteers she inspired, the creators she celebrated, and the friendships forged through sleepless nights, shared goals, and laughter echoing across the grid.
Her story is a testament to what one person can ignite when they lead with authenticity, purpose, and heart. And with the return of the Avi Choice Awards, Nikki’s next chapter is already unfolding—one more celebration of the community she has loved so deeply.
Thank you, Nikki, for everything you’ve given to Second Life…
and for all the moments yet to come.
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AVI Choice Awards 2016
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