“The Voice” is officially entering Web3. On May 12th, ITV Studios, the producer behind the hit singing show, and Virtual Band Group are launching a permanent installation in the Decentraland metaverse called “The Voice Studios.” The installation will be an immersive virtual experience that allows users to “find their voice,“ like how contestants do so in the IRL show.
Lucie Stoffers, Head of Brand Licensing, Global Partnerships at ITV Studios, said in a statement that “while very few people get to be in a studio where ‘The Voice’ is being recorded, let alone receive a tailored gift from their favorite Coach, it will now be possible for all fans to get access and have fun in this new immersive experience.”
The Voice Studios will launch with five virtual experiences: Music Maker, where users will be able to create their own song track and compete for prizes, Musical Treasure Hunt, Dance Off, Rhythm Challenge, and Music Trivia. Fans will be able to show off their dancing skills, participate in “Battle Rounds,” and even audition to become part of the next series of the IRL show.
As fans participate in the games, there will be a chance to unlock new experiences and merchandise, which the company is calling Voice-themed MetaMerch. The installation follows a successful pop-up from the same companies during Decentraland’s Metaverse Music Festival last year. It will debut in the Vegas City District.
Justin Hochberg, CEO of Virtual Band Group, told Rarity Sniper that the company’s goal is to “defy gravity” and create an experience that you can’t get by watching TV or going to a live event. “What we truly aim to deliver is an immersive experience that is social, empowers you to be whoever you want to be at any time via your avatar, be playful with fashion, [and] explore new ways to express yourself.”
CEO of Virtual Band Group Bullish on the Metaverse
Hochberg said there were two primary reasons that the company decided on Decentraland to build The Voice Studios: its successful activation at the Metaverse Music Festival and the tech itself.
According to Hochberg, engagement at the activation last year was off the charts, with the average person spending 49 minutes at the event and its billboards delivering a return-on-investment higher than even social media.
“Talk to any media planner or social media agency and they’ll tell you how unbelievably effective that is,” Hochberg said. “So, if you’re a brand trying to connect to youth culture reading this right now, I would be calling to try and figure out how you can use this platform immediately.”
Then there is the metaverse itself, which holds incredible promise for brands looking to connect with customers and build a community. Hochberg compared the metaverse to the early days of social media or the internet, where many people didn’t understand how the technology worked, but those who succeeded were in early.
“These open, decentralized platforms are going to be incredibly important in the long term so brands can own their own experience, set their own rules, capture their own data,” Hochberg said. “Having this insight now will shape how to build businesses for the next 15 years.”