Sat. Jun 12th, 2021


When Common Music Group inked a cope with Denmark-born toy agency LEGO again in April 2020, the businesses promised “a brand new interactive approach of inspiring the following era of followers and artistic visionaries”.

It was introduced that the deal can be based mostly across the improvement of a brand new suite of LEGO merchandise launching in 2021, however no additional particulars have been confirmed.

The 2 corporations have now introduced that new product: “an revolutionary music video maker expertise” referred to as LEGO VIDIYO, not dissimilar from short-form video apps like TikTok, however accessed by way of “a novel mashup” of LEGO parts, minifigures, music, augmented actuality and a brand new app.

Aimed toward kids aged 7 -10, LEGO VIDIYO is described in a press launch as “a brand-new method to play that helps kids dream huge by directing, producing, starring in, and sharing their very own music movies, utilizing tracks from throughout the globe, led by chart hits” from UMG artists.

VIDIYO works by deciding on a tune within the App from quite a lot of UMG artists, together with “each modern chart toppers and immediately recognisable classics”.

You then create your band from a set of latest LEGO minifigures, which may be customised in several scales via AR know-how within the VIDIYO App.

Particular results resembling confetti showers and X-ray imaginative and prescient will also be added utilizing ‘BeatBits’, that are new embellished 2×2 sq. LEGO parts, which as soon as scanned unlock digital results that allow you to management every little thing from video and music types to scene results.



Hitting the chosen BeatBits within the App will set off dance strikes and audio/video results in a 60 second efficiency, which may be trimmed down to five, 10, 15 or 20 second shareable clips.

Clips can then be uploaded to the App feed, however solely as soon as the content material has handed moderation.

LEGO reiterates that “any content material that includes personally-identifiable data, resembling kids starring within the video, won’t be accredited for App feed add”.

The primary LEGO VIDIYO merchandise will likely be obtainable in most nations all over the world from March 1.

“LEGO VIDIYO is a good way for tens of millions of youngsters to find new music and get nearer to their favorite artists whereas studying and connecting via play.”

Olivier Robert-Murphy, Common Music Group

Olivier Robert-Murphy, Govt Vice President, Common Music Group and Manufacturers added: “By this revolutionary international partnership – with the facility of music and play harnessed to help early improvement of creativity – kids across the globe will have the ability to categorical themselves as they stage, direct, carry out, and share their music movies.

“LEGO VIDIYO is a good way for tens of millions of youngsters to find new music and get nearer to their favorite artists whereas studying and connecting via play.”

“We need to feed the creativeness of the following era of creatives, offering a brand new canvas for youths to creatively categorical themselves.”

Julia Goldin, the LEGO Group

Julia Goldin, Chief Advertising and marketing Officer, the LEGO Group, stated: “We need to feed the creativeness of the following era of creatives, offering a brand new canvas for youths to creatively categorical themselves.”

“Analysis reveals over three quarters (79%*) of oldsters globally want their kids had extra artistic confidence, so we’re launching LEGO VIDYO to assist make that occur.

“We all know kids are all the time chasing new methods to experiment creatively, and LEGO VIDIYO is right here to assist all children with a ardour for music unleash their creativity via LEGO constructing and music video manufacturing. We are able to’t wait to see what they provide you with!”Music Enterprise Worldwide



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Picture Supply : www.musicbusinessworldwide.com – https://www.musicbusinessworldwide.com/universal-and-lego-launch-augmented-reality-music-video-making-app-vidiyo/

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