ITV Studios moves ‘The Voice’ into metaverse with LA-based Virtual Brand Group

The Voice metaverse (c ITVS)

ITV Studios (ITVS) is moving its talent show The Voice into the metaverse following a deal with the Virtual Brand Group (VBG).

ITVS has granted exclusive rights in the metaverse to VBG, with the two companies now set to work together to develop, build and operate The Voice in the metaverse for the first time.

Fans from around the world will be able to engage with the show – anytime, anywhere – in an environment built for them and be part of their own musical journeys.

ITVS said virtual experiences, social games, as well as ‘persistent worlds’ and events would be on offer, allowing veiwers to experience unique content, showcase their own skills and challenge each other in creative musical play.

ITV and VBG will also seek to develop a metaverse-based global competition that goes beyond the real-life version of The Voice, offering new opportunities to drive global viewership to the brand.

“The Voice was, in many ways, an early version of the Metaverse where anonymity and being whoever you want rule,” said Lucie Stoffers, head of brand & licensing at ITVS.

“VBG is the perfect partner because together we can enable a one-stop activation for all our territories and broadcasting partners and give fans a year-round experience with games, giveaways, and virtual items all inspired by The Voice.”

VBG CEO and founder Justin Hochberg added: “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.”