Advanced Television

The Voice enters the metaverse

October 31, 2022

ITV Studios has granted exclusive metaverse rights for its The Voice talent show to the Virtual Brand Group (VBG) – a metaverse pioneer known for building immersive experiences and communities.

VBG will will collaborate with ITV to develop, build and operate The Voice in the metaverse for the first time. Fans from across the world will get the opportunity to engage with the show in an environment built for them and be part of their own musical

“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,” said Lucie Stoffers, Head of Brand & Licensing at ITV Studios. 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.”

“Collaborating with ITV to deliver The Voice metaverse will redefine virtual music experiences beyond passive concerts centred just on popstars and give power to a billion people to become stars anywhere on the planet,” added VBG CEO and founder Justin Hochberg.“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.”

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