When Universal Music Group inked a deal with Denmark-born toy firm LEGO back in April 2020, the companies promised “a new interactive way of inspiring the next generation of fans and creative visionaries”.
It was announced that the deal would be based around the development of a new suite of LEGO products launching in 2021, but no further details were confirmed.
The two companies have now announced that new product: “an innovative music video maker experience” called LEGO VIDIYO, not dissimilar from short-form video apps like TikTok, but accessed via “a unique mashup” of LEGO elements, minifigures, music, augmented reality and a new app.
Aimed at children aged 7 -10, LEGO VIDIYO is described in a press release as “a brand-new way to play that helps children dream big by directing, producing, starring in, and sharing their own music videos, using tracks from across the globe, led by chart hits” from UMG artists.
VIDIYO works by selecting a song in the App from a variety of UMG artists, including “both contemporary chart toppers and instantly recognisable classics”.
You then create your band from a collection of new LEGO minifigures, which can be customised in different scales through AR technology in the VIDIYO App.
Special effects such as confetti showers and X-ray vision can also be added using ‘BeatBits’, which are new decorated 2×2 square LEGO elements, which once scanned unlock digital effects that let you control everything from video and music styles to scene effects.
Hitting the selected BeatBits in the App will trigger dance moves and audio/video effects in a 60 second performance, which can be trimmed down to 5, 10, 15 or 20 second shareable clips.
Clips can then be uploaded to the App feed, but only once the content has passed moderation.
LEGO reiterates that “any content featuring personally-identifiable information, such as children starring in the video, will not be approved for App feed upload”.
The first LEGO VIDIYO products will be available in most countries around the world from March 1.
“LEGO VIDIYO IS A GREAT WAY FOR MILLIONS OF KIDS TO DISCOVER NEW MUSIC AND GET CLOSER TO THEIR FAVOURITE ARTISTS WHILE LEARNING AND CONNECTING THROUGH PLAY.”
OLIVIER ROBERT-MURPHY, UNIVERSAL MUSIC GROUP
Olivier Robert-Murphy, Executive Vice President, Universal Music Group and Brands added: “Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos.
“LEGO VIDIYO is a great way for millions of kids to discover new music and get closer to their favourite artists while learning and connecting through play.”
“WE WANT TO FEED THE IMAGINATION OF THE NEXT GENERATION OF CREATIVES, PROVIDING A NEW CANVAS FOR KIDS TO CREATIVELY EXPRESS THEMSELVES.”
JULIA GOLDIN, THE LEGO GROUP
Julia Goldin, Chief Marketing Officer, the LEGO Group, said: “We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves.”
“Research shows over three quarters (79%*) of parents globally wish their children had more creative confidence, so we’re launching LEGO VIDYO to help make that happen.
“We know children are always chasing new ways to experiment creatively, and LEGO VIDIYO is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with!”Music Business Worldwide