LEGO has just announced their latest effort into the world of augmented reality but this time, teaming up with Universal music to create a unique musical experience.
The concept of LEGO VIDIYO is definitely a unique one which allows you, through the magic of augmented reality, to have your LEGO bricks interact with the real world through the medium of music videos.
There are six Beatbox sets which serve as like the “starter” kit for this wave but the really interesting aspect of this new theme is the Bandmates minifigures that essentially functions as a Collectible Minifigure Series.
There are twelve to collect and they each come with their own set of tiles which will unlock more features in your LEGO VIDIYO app.
Each of these characters will be packaged in a solid cardboard box and it will retail at 4.99 EUR/USD which is the price equivalent of a SGD9.90 product here in Singapore.
I do believe that this has the potential to captivate the target audience LEGO is aiming for but personally, I’ll be collecting these just for the zany minifigure characters.
The sets will be available starting March 1st at all LEGO Brand Stores and I do believe that it will make its way to Asia even though we are still awaiting confirmation on that.
Billund, 16 February 2021 : The LEGO Group and Universal Music Group (UMG) have today presented the first products for LEGO® VIDIYO ™ – a playful and innovative way to make music videos, supported by a series of BeatBoxes, Bandmates, BeatBits and augmented reality – all developed to celebrate and expand children’s creativity through play and music. The announcement comes on the same day as the record company Astralwerks under UMG signs a record contract with LLAMA – the first human version of a LEGO minifigure. LLAMA’s debut single “Shake”, which will be released on Friday 19 February, features triple GRAMMY® winner NE-YO and new star Carmen DeLeon . “ Shake”Is available as pre-save on all digital streaming platforms .
Launched last month, LEGO VIDIYO integrates physical and digital play using “BeatBits” with special effects and music-inspired minifigures that are brought to life through AR in a brand new app that can be downloaded now.
The LEGO VIDIYO world includes an exciting product experience for all music-loving children and is inspired by a wide range of music genres and musicians. Each product is designed to be played with in combination with the free VIDIYO app, which gives children tools to instruct, produce and participate in their own music videos.
The first LEGO VIDIYO products consist of BeatBoxes, Bandmates and BeatBits. Fans will experience six unique, portable BeatBoxes, each featuring a minifigure representing a particular genre of music, a scanning scene, two selected BeatBits and 14 random BeatBits. BeatBoxes can transport up to 16 BeatBits and contains a building board that can be adapted to the owner’s style with a fantastic selection of LEGO bricks.
12 Bandmates is also part of this first wave of VIDIYO products and offers a fun selection of music-inspired Mystery Box collectibles. They each come with a selected BeatBit and two random BeatBits. BeatBits is a creative system with audiovisual effects and endless combination possibilities. The square 2×2 tiles have charming prints, as do small album covers representing music effects, dance steps and stage props, which are brought to life when scanned in the VIDIYO app. BeatBits are played LIVE during construction, just like instruments, and with the 130 BeatBits being launched the first year, there will always be a new VIDIYO hit production that can be made!
The six BeatBox and 12 Bandmate characters introduced today are:
The LEGO VIDIYO products will be available from March 1 and are just the first of many that are on the way. BeatBoxes is priced at 19.99 EUR / USD and the Bandmates collectibles are priced at 4.99 EUR / USD.
There will be around 30 songs from UMG’s incomparable global artists, including top hits and ultimate classics, all available in the app from the launch date, and new tracks are added frequently. Each song is programmed to work intuitively with all BeatBits to ensure that they match in terms of key and the special music effects that match the rhythm of the track, giving children an incredible number of creative sound customization options.
It’s easy to make a VIDIYO music video: Download the app, select the music, scan LEGO minifigures and Beatbits, and watch them come to life through augmented reality. Choose from three different sizes: Mini (4 cm), Medium (1.2 m) and Mega (5 m) for truly dynamic videos. Finally, you can record your masterpiece by activating the selected BeatBits and get an incredible 60-second performance, which can be saved locally in the app so you can show it to your friends and family, or it can be cropped and shared in a fully moderated and child-safe social feed!
As part of the experience with the VIDIYO app, children can choose clothes, band names and album covers and form their own bands with which they can make appearances. By regularly participating in new challenges in the app as well as by scanning products, points are earned, which can be used to unlock additional customization options such as costumes, accessories, choreography and stage layouts. Never before have fans been able to customize LEGO minifigures in such a high degree of detail using the more than 1,400 unlockable items that are only available through playtime and participation in challenges.
As if today’s product unveiling was not exciting enough, this partnership also includes UMG’s record company Astralwerks signing a new artist contract – a true human version of the DJ Llama minifigure from Tropicon BeatBox. LLAMA refuses to be attached to a particular genre and prefers to be as fluid with his music as he is with his imagination. “Labels are for clothes,” he says jokingly. “No musical style is outside my boundaries. I just want to work with people who do not take life too seriously ”. And LLAMA wants to take advantage of the mischievous freedom to “pique curiosity,” as he puts it, also in the audience.
The Los Angeles-based DJ and producer, who has recently signed a contract with Astralwerks, goes to both his music and to the world with curiosity, playfulness and joy. VP Marketing, Luke Armitage, Astalwerks says : “ It is an honor to enter into the first global record deal ever involving Llama and LEGO minifigures. When LLAMA first played the early demo of “Shake” for us, we all knew we wanted to work with him. The LEGO Group’s partnership with UMG is fully in line with our mission to make innovation a part of the electronic music world ”.
Fans can keep an eye on LLAMA and his crazy plans via his channels on social media @musicbyllama .
“Play and music are both universally appealing and have a fundamental impact on children’s development. With LEGO VIDIYO, we can now give children a safe space to express their playful creativity with their own music videos, through which they can develop new skills, ” says William Thorogood, VP and Executive Producer at LEGO VIDIYO, the LEGO Group. “The partnership with UMG brings innovation on so many levels, from an exciting new music-centric product and app experience to groundbreaking ways to engage fans with the record deal with LLAMA LEGO VIDIYO has been tested by more than 1,500 families in North America, Europe and Asia, and the reaction we’ve seen has been incredible, with children and parents all happy to bring LEGO minifigures to life in their very own unique, creative music videos. Now that LEGO VIDIYO is out, I’m very excited to see what today’s young creators have to offer! ”
Joshua Burke, VP, Strategic Marketing & Global Partnerships, Universal Music Group, adds : “ This is an exciting day for LEGO VIDIYO, which finally presents the full experience and completes it with the first record deal ever with a LEGO minifigure. Music goes hand in hand with creativity and plays a role in children’s development. All of these new products, BeatBits and characters will inspire young people as they discover music, artists and new sounds from around the world. While expanding their creative and technical skills and having fun, children learn to experiment and express themselves in their very own music videos ”.
LEGO VIDIYO is aimed at children aged 7-10 years and creates a safe universe where they can play across the physical and digital world. As LEGO VIDIYO requires parental consent, anonymity and external control of all content uploaded to the app feed, parents can rest assured that their children are in safe hands when unleashing their creativity online.
BeatBoxes and Bandmate Mystery Boxes contain all instructions and a collection folder, and they will be available in most countries around the world from March 1st. BeatBoxes is priced at 19.99 EUR / USD (indicative) and the bundles consisting of Bandmate Mystery Boxes at 4.99 EUR / USD (indicative).
Download the app – The LEGO VIDIYO app works with and without the physical VIDIYO parts – the app experience includes a free demo rotation of minifigures, songs and BeatBits.
Choose a song – from the large selection of regularly updated tracks across all genres of music – provided by Universal Music Group.
Scan your Beatbits and minifigures – you can load all your characters so you can form a band with three or two performing artists using the different characters you’ve got. Once they are scanned in, select your characters and customize their appearance, band name and “album cover”.
Time to get creative! Choose your characters for the 60-second performance, and also choose your BeatBits, each of which is color-coded: black for visual effects, pink for costumes, blue for sound effects, orange for fun effects, yellow for dance steps, and green for changing scenes and background. Then scan the stage, whether it’s your bedroom, your backyard or a model of bricks – your location is scanned in just three seconds, and from there the countdown to production begins.
Share your work – by choosing the best 5, 10 or 20 seconds of the performance, you can now upload and share your masterpiece with other young creators in the app’s feed once the content has been approved. All content that includes personal, identifiable information, e.g. if children play in the video will not be approved for upload in the app feed, but it can be saved locally in the app so you can watch it with friends or family.
Get even better at making music videos – take part in challenges where you have to use specific effects or create creations inspired by seasonal moments and cultural events! Challenges help you develop your creative abilities and unlock special customization elements – such as new costumes. See productions from other creators and discover new music with the VIDIYO app’s social feed.
Fans can live out the VIDIYO lifestyle through a capsule clothing collection inspired by LLAMA and produced by Bravado, UMG’s industry-leading merchandise company. Available at www.musicbyllama.com from 19 February.