Lego and UMG present the experience of creating music videos

The Lego Group has partnered with Universal Music Group (UMG) to bring together the worlds of toys and music through a music video creation experience.

Lego Vidiyo lets kids design, produce, perform and share their own music videos using pieces from UMG’s Global Artist Catalog. The experience is accessible through a combination of Lego elements, minifigures, music, augmented reality (AR) and a new app.

“We want to feed the imaginations of the next generation of creatives, providing a new canvas for children to express themselves creatively,” said Julia Goldin, Marketing Director at Lego Group. “Research shows that over three-quarters (79%) of parents worldwide want their kids to be more confident in their creativity, so we’re launching Lego Vidiyo to help make that happen. We know kids are always looking for new ways to experiment creatively, and Lego Vidiyo is here to help all music-loving kids unleash their creativity through building Lego and producing music videos. We can’t wait to see what they come up with.

Vidiyo figures, launched with the app, can be personalized and animated using AR technology. Meanwhile, new “BeatBits” – which are two-by-two square Lego elements – allow young designers to unlock digital effects once digitized.

To further gamify the experience and keep the kids engaged, Lego says it will regularly add new music, challenges, and “inspirational” content.

All clips uploaded to the app are moderated and any content with personally identifiable information, such as children appearing in their own videos, will not be added to the app feed, but stored locally.

“Through this innovative global partnership – with the power of music and play harnessed to support the early development of creativity – children around the world will be able to express themselves by directing, directing, performing, playing and sharing their music videos, ”said Olivier Robert -Murphy, Executive Vice President at Universal Music Group and Brands. “Lego Vidiyo is a great way for millions of children to discover new music and connect with their favorite artists while learning and connecting through play.”


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