ITV Studios and The Virtual Brand Group Launches The Voice Studios in Metaverse

The Voice Studios is a new virtual experience created by ITV Studios and The Virtual Brand Group. It is based on the award-winning TV show, The Voice, and offers an immersive experience. Viewers have the opportunity to produce their own music, showcase their dancing skills, participate in Battle rounds, assess their musical expertise, and try out for an upcoming season of the well-known show. One year after hosting a virtual pop-up event at the Decentraland Metaverse Music Festival, The Voice Studios has now opened in Vegas City, a popular entertainment destination in Decentraland.

The Voice Studios are being designed, constructed, and operated by Virtual Brand Group in collaboration with ITV Studios. Virtual Brand Group is a well-known company that specializes in creating immersive experiences, communities, and virtual fashion. ITV Studios produces The Voice, which is currently aired in 148 different versions worldwide. Five music-related experiences will be available at The Voice Studios, including Music Maker. Users can create music for fun, compete for rewards, or publish a track. Additional events comprise a Treasure Hunt with music, a competition of dance moves, a test of rhythm skills, and a quiz about music.

Users have the option to either explore The Voice Studios independently, engage in head-to-head Battles with other players, or compete for the title of best Gamer, Dancer, or Creator. The supporters themselves will determine the ultimate winner of each category. Fans can participate in an NBC metaverse fan zone designed for them to try out and obtain exclusive virtual clothing that is the same as what the celebrity coaches on the primetime show, Kelly Clarkson, Chance the Rapper, Niall Horan, and Blake Shelton, give to their teams. The launch of the initiative is scheduled for the final weeks of the 23rd season of The Voice on NBC.

Lucie Stoffers, the Head of Brand Licensing and Global Partnerships at ITV Studios, mentioned that although only a handful of individuals have the opportunity to witness The Voice’s recording and receive a customized present from their preferred coach, all enthusiasts can now relish this novel immersive encounter.

Justin W. Hochberg, the CEO of the Virtual Brand Group, stated that The Voice Studios is the upcoming trend in entertainment, fashion, and marketing for youth culture. Last autumn, ‘The Voice’s’ initial metaverse encounter had an average duration of 49 minutes for its fans, and we achieved 13 times more engagement than standard social media platforms. The subsequent rational move was to produce a bigger and superior generation that benefits the program, its sponsors, and its audience.