In April 2020, Universal Music Group and Lego announced that they were working together on some new music-focused products for kids, to be released in 2021.

Now the first of those products has been unveiled. It’s called Vidiyo, and it includes an augmented reality app, a new collection of Lego minifigures, and a catalogue of music from UMG. Aimed at 7-10 year olds, the Vidiyo kits will go on sale from 1 March, and the idea is that children will create their own music videos using the physical figures and Lego ‘BeatBits’ that trigger special effects in the app: “from black and white bling effects, to confetti showers and even X-ray vision… audio effects such as DJ scratching, mouse voice or sax solo, as well as fun signature character moves and gimmicks, from breakdancing to surfing on a shark”.

YouTube video

The app can create videos up to a minute long, which can be cut down to shorter lengths and shared to an in-app feed – with moderation to make sure children aren’t sharing personal details or showing their faces. It’s a really interesting idea, although the pricing of the kits will be an important factor in whether it catches on.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

Avatar photo

Stuart Dredge

Music Ally's Head of Insight

Leave a comment

Your email address will not be published. Required fields are marked *