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Lego and Universal announce new music video making app for children

By | Published on Tuesday 26 January 2021

Lego x Universal

Lego and Universal Music have announced their first project together, as part of a partnership announced last April. The new Lego Vidiyo app allows children to create their own music videos, using tracks from the label’s catalogue and augmented reality technology.

Aimed at seven to ten year olds, the app lets children select their own band from a range of Lego characters, who they can customise and animate. Visual and audio effects can then be added to create the finished video.

Online safety is a key focus of the app, which requires parental approval before it can be accessed by a child. Users remain anonymous, and can upload their creations for others to see within the app – all of which is moderated before being made publicly available.

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves”, says Julia Goldin, Chief Marketing Officer at the Lego Group. “Research shows over three quarters of parents globally wish their children had more creative confidence, so we’re launching Lego Vidiyo to help make that happen”.

“We know children are always chasing new ways to experiment creatively”, she goes on, “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!”

EVP of Universal Music Group And Brands, Olivier Robert-Murphy, adds: “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. 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 Vidiyo will be available from 1 Mar.