ITV Studios announced that it has granted exclusive rights in the metaverse for its talent show “The Voice” to the Virtual Brand Group (VBG), an award-winning metaverse pioneer known for building immersive experiences and communities. VBG will collaborate with ITV to develop, build and operate “The Voice” in the metaverse for the first time.
Fans of “The Voice” from across the world will get the opportunity to engage with the show anytime, anywhere, in an environment built for them and be part of their own musical journey in ways never dreamed of before. “The Voice” redefined stardom with its instantly iconic blind auditions and competitive celebrity coaches - that removed judgment based on physical appearance and empowered people based just on their talent.
“That’s why we say ‘The Voice’ was, in many ways, an early version of the metaverse where anonymity and being whoever you want rule. Today we come full circle. VBG is the perfect partner for us because together we can enable a one-stop activation for all our territories and broadcasting partners around the world and give fans a year-round experience with games, giveaways, and virtual items all inspired by ‘The Voice,’” commented Lucie Stoffers, Head of Brand & Licensing at ITV Studios.
“Collaborating with ITV to deliver ‘The Voice’ metaverse will redefine virtual music experiences beyond passive concerts centered just on popstars and give power to a billion people to become stars anywhere on the planet. ‘The Voice’ metaverse experience will create a new, connected musical fan journey that only web3 can deliver - not real life, not TV, and not static Internet. Fans will be rewarded no matter how they engage - whether watching, sharing, purchasing, playing, or attending an event. For VBG, this represents the next iteration in our rapid growth leading entertainment onto a range of new platforms,” said Justin Hochberg, CEO and founder of Virtual Brand Group.