Lego and Universal Music unveil Lego Vidiyo: a new music video maker

Lego Group and Universal Music Group (UMG) have teamed up to create a new music video maker for kids.

Lego Vidiyo allows kids to express their creativity by making, producing, featuring and sharing their own music videos, using pieces from the UMG library.

Using the app, kids can create their own clips through a mashup of Lego elements, minifigures, music, augmented reality and can edit and add effects to their creation using ‘BeatBits’ – decorated 2×2 square Lego elements, which when scanned unlock digital effects.

The clips can then be uploaded to the app’s feed, but only after the content has passed moderation.

Any content containing personally identifiable information, such as children playing in the video, will not be approved for app stream download, but may be stored locally in the app, to be enjoyed in person with friends or members. of the family.

Lego Group CMO Julia Goldin said Lego Vidiyo aims to fuel children’s creativity.

“We want to feed the imaginations of the next generation of creatives, providing a new canvas for children to express themselves creatively.

“Research shows that over three-quarters (79% *) of parents worldwide want their children 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 Lego building and video clip production.” , she said.

New music, challenges and inspiring content will be added regularly to the app to keep the gameplay fresh and encourage children to continue developing their creative skills.

The challenges will be designed to help children turn their videos from simple performances into exciting productions, helping them take full advantage of the range of features that Lego Vidiyo has to offer via the BeatBits.

Olivier Robert-Murphy, Executive Vice President of Universal Music Group and Brands, added that Lego Vidiyo will also help children discover new music.

“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 as they stage, direct, play and share. their music videos.

“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,” he said.

Lego Vidiyo is the first collaboration between Lego Group and Universal Music Group, after announcing their partnership in April 2020.

The app is intended for children aged 7-10 and requires verified parental consent and anonymity to function. All content will be subject to external moderation before posting to the app feed.

The first Lego Vidiyo products will be available in most countries around the world from March 1.


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