The Voice Studios is slated to launch during the final weeks of the reality competition series on NBC
fans of “The voiceSoon, they’ll be able to immerse themselves in a new immersive virtual world where they can make music, show off their dance skills, participate in battles, win digital merch — and even audition to take part in an upcoming season of the reality competition series.
“The Voice Studios” from ITV Studios and Metaverse developer Virtual Brand Group is scheduled for release on May 12th. The global launch of the Roblox-style virtual world is slated for the final weeks of The Voice season 23 on NBC. ITV Studios’ The Voice is currently broadcast in 148 versions around the world, including on NBC.
Free for everyone, The Voice Studios is located in Vegas City, the entertainment destination of the Metaverse platform Decentraland (at this link). Its launch follows a virtual pop-up event for The Voice at last year’s Decentraland Metaverse Music Festival, also created by VBG.
At a dedicated NBC Metaverse Fan Zone in The Voice Studios, fans can find out how to audition for a possible slot in a future season of the network’s ITV America, Warner Horizon and MGM-produced series. You can also win limited edition virtual clothes – just like the clothes that celebrity trainers Kelly Clarkson, Chance the Rapper, Niall Horan and Blake Shelton are gifting their teams on the primetime show.
The Voice Studios will launch with five experiences: Music Maker, where users can publish a track and compete for prizes (or just make music for fun); a captivating musical treasure hunt; dancing; rhythm challenge; and a music trivia game.
Fans can play games and navigate The Voice Studios alone, or engage in head-to-head battles with others vying to become the best player, dancer, or creator. The fans themselves vote on who will ultimately be crowned the winner in each category. The more content and gameplay fans who participate, the more features they can unlock and the greater their chance of winning a The Voice-style virtual MetaMerch.
“While very few people can be in a studio recording ‘The Voice’ let alone receive a bespoke gift from their favorite coach, now all fans will be able to access this new, immersive and fun experience in it.” said Lucie Stoffers, Head of Brand Licensing and Global Partnerships at ITV Studios.
“The Voice Studios” represents “the future of entertainment, fashion and youth culture marketing,” according to VBG CEO Justin Hochberg. At the company’s first Metaverse experience for “The Voice” in Decentraland last fall, fans spent an average of 49 minutes per session — which generated 13 times more engagement than typical social media platforms, Hochberg claimed. “Building the next generation with Vegas City that’s bigger and better for the show, advertisers and fans was the obvious logical step,” he said.
Watch a teaser trailer of The Voice Studios: