ITV and VBG partner to create The Voice metaverse

ITV Studios has granted exclusive rights in the metaverse for talent show The Voice to the Virtual Brand Group (VBG). The two partners will collaborate to develop, build and operate The Voice in the metaverse for the first time. Voice 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 ground-breaking musical journeys.

Lucie Soffers

Elements of the collaboration will include virtual experiences, social games, persistent worlds and events where fans and friends can enjoy unique content, showcase 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 ITV Studios. “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.”