LEGO and Universal Music Group launch music video maker app

Universal Music Group has announced a new collaboration with the LEGO Group that will see the launch of a new video maker app designed for children.

The LEGO VIDIYO app allows kids to produce, star in and share their own music videos, using music provided by Universal’s extensive catalogue. After selecting a song, users can create a band comprising of LEGO’s mini-figures, use augmented reality to bring them to life, and add special effects. Kids can then choose to upload their clips to the app feed, assuming it passes content moderation guidelines first.

LEGO VIDIYO is expected to be available from March 1, designed for children aged between seven and 10. New music, challenges and other features will be added to the app over time to keep gameplay fresh.

The new app is the first collaboration between LEGO and Universal, having announced their initial partnership in April last year.

“Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos,” EVP of Universal Music Group and brands, Olivier Robert-Murphy, said in a statement.

“LEGO VIDIYO is a great way for millions of kids to discover new music and get closer to their favourite artists while learning and connecting through play.”

LEGO Group’s chief marketing officer, Julia Goldin, said the brand wants to feed the imagination of the next generation of creatives.

“Research shows over three quarters (79%) of parents globally wish their children had more creative confidence, so we’re launching LEGO VIDYO to help make that happen,” Goldin said. “We know children are always chasing new ways to experiment creatively, and LEGO VIDIYO is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with.”