‘The Voice’ is Coming to the Metaverse

ITV Studios announced that it has granted exclusive rights in the metaverse for “The Voice” to the Virtual Brand Group (VBG).  

Virtual Brand Group (VBG), a metaverse brand focused on immersive experiences and communities, will collaborate with ITV to develop, build and operate “The Voice” in the metaverse for the first time. “Voice” fans from across the world will get the opportunity to engage with the show - anytime, anywhere - in an environment built for them. Elements of the collaboration will include:  

“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,” says Lucie Stoffers, head, brand and licensing, ITV Studios. “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.’” 

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“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,” says Justin Hochberg, chief executive officer and founder, VBG. “‘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.”