ITV Studios teams up with Virtual Brand Group to launch "The Voice Studios"

ITV Studios and The Virtual Brand Group (VBG) confimed plans to launch “The Voice Studios” an immersive virtual experience based on the Emmy Award-winning series “The Voice," on 12 May. “After the very successful first pop-up area within the Decentraland Metaverse Music Festival, we are very excited to continue on this journey together with VBG bringing The Voice Studios to Decentraland," Lucie Stoffers, Head of Brand Licensing, Global Partnerships, ITV Studios, said. "And while very few people get to be in a studio where ‘The Voice’ is being recorded, let alone receive a tailored gift from their favorite Coach, it will now be possible for all fans to get access and have fun in this new immersive experience.”  

Free of charge for users across the globe, "The Voice Studios" will offer the opportunity for creatives to make their own music, show off their dancing skills, compete in Battle rounds, test their musical knowledge and audition to be on an upcoming season of the series, which has 148 different versions around the world. The initiative is scheduled to debut with the final weeks of NBC’s 23rd season of “The Voice.” 

“The Voice Studios” is the newest virtual experience in Vegas City. The premier metaverse entertainment destination in Decentraland and follows a successful “The Voice” virtual pop-up event last year in the Decentraland Metaverse Music Festival. Fans of the show will be able to audition and win limited edition virtual clothing like celebrity coaches Kelly Clarkson, Chance the Rapper, Niall Horan and Blake Shelton gift to their teams on the primetime show.

ITV Studios’ “The Voice” currently airs in 148 versions around the world and fans will now be able to engage with the brand anytime, anywhere and in an environment built for them to pursue their musical dreams. Virtual Brand Group (VBG), an award-winning metaverse pioneer known for building immersive experiences, communities and virtual fashion, is collaborating with ITV Studios to develop, build and operate “The Voice Studios.”

“The Voice Studios is the future of entertainment, fashion and youth culture marketing,” Justin W. Hochberg, CEO of the Virtual Brand Group, said. “Last fall, in ‘The Voice’s’ first metaverse experience, fans spent an average of 49 minutes, and we were able to generate 13 times more engagement than typical social media platforms. Building the next generation that is bigger and better for the show, advertisers and fans was the obvious logical step.”