Yanira D. Kivi 
When Universal Music Group signed a deal with Denmark-born toy company LEGO in April 2020, the companies promised “a new interactive way to inspire the next generation of fans and creative visionaries.”
It was announced that the deal would be based on the development of a new line of LEGO products to launch in 2021, but no further details have been confirmed.
The two companies have now announced this new product: “an innovative music video creation experience” called LEGO VIDIYO, similar to abbreviated video apps like TikTok, but accessible via a “single mashup” of LEGO elements, minifigures, music, augmented reality and a new app.
Aimed at ages 7-10, LEGO VIDIYO is described in a press release as “a whole new way to play that helps kids dream big by making, producing, playing and sharing their own music videos, using pieces from all over the world. globe, led by the chart hits of UMG artists.
VIDIYO works by selecting a song in the app from a variety of UMG artists, including “both contemporary chart tops and instantly recognizable classicsâ€.
You then create your party from a collection of new LEGO minifigures, which can be customized at different scales using 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 when scanned unlock digital effects that let you control everything from video and music styles to stage effects. .
Hitting the selected BeatBits in the app will trigger dance moves and audio / video effects in a 60 second performance, which can be reduced to shareable clips of 5, 10, 15, or 20 seconds.
The clips can then be uploaded to the app’s feed, but only after the content has passed moderation.
LEGO reiterates that “any content containing personally identifiable information, such as children playing in the video, will not be approved for download from app streams.”
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 connect with their favorite 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: directing, directing, performing and sharing their clips.
“LEGO VIDIYO is a great way for millions of kids to discover new music and connect with their favorite artists while learning and connecting through play.”
“We want to feed the imaginations of the next generation of creatives, providing a new canvas for children to express themselves creatively. “
Julia Goldin, the LEGO group
Julia Goldin, LEGO Group Marketing Director, said: “We want to nurture 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 VIDYO 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. We can’t wait to see what they will come up with!Music trade around the world
