The Voice is officially entering the metaverse. During the Decentraland Metaverse Music Festival, which takes place between November 10th and 13th, the NBC music show will hold an activation. In it, users will be able to participate in blind “auditions” that involve collecting virtual music notes. The activation will reward participants with The Voice digital collectibles.
The news of The Voice’s Decentraland metaverse entrance comes on the heels of another announcement: ITV Studios partnering with Virtual Band Group to bring more The Voice experiences into Web3. Virtual Band Group is known for creating immersive experiences and communities.
According to a press release, a key selling point for The Voice is that it pioneered valuing music talent for who they are rather than what they look like. This occurred through the show’s popular “blind auditions” format for selecting entrants to the show. The Voice’s metaverse presence will focus on that angle, aligning with the Web3 ethos of anonymity.
Justin Hochberg, CEO of Virtual Band Group, said The Voice metaverse will empower users to become stars and focus on more than passive concerts involving “pop superstars.” The Voice metaverse will also reward fans no matter how they participate, including by watching, sharing, purchasing goods, and more.
That metaverse will feature boundless virtual experiences where users can challenge each other in musical play. It will also create a Web3 loyalty program that involves interactions in Web3 and social media. There may be a global competition in the works, one that builds on The Voice television competition.
Music Industry Bets Big on Web3
Many industries have dived head-first into Web3 waters this year, but few have done so with as much gusto as the music industry. From individual artists to record labels, the music industry seems intent on leaving its mark in Web3. Here are three stories we’ve covered this year about the music industry and the next iteration of the internet.
First, there is the collaboration between Snoop Dogg and Web3 music company Astro Project. Three weeks ago, the two combined forces to create a music video for Snoop Dogg’s song “Crip Your Enthusiasm.” The music video contained many “Curb Your Enthusiasm” references, including the rapper sporting a Larry David-style receding hairline.
Second, there is the legendary music company Napster. A month ago, the organization best known for pirated music announced it was making a comeback as a Web3 company. The return will involve the release of a Napster token, which will go to artists, developers, fans, and more. Napster is betting on its knowledge of the music ecosystem for success.
Third and finally, there is the partnership between Warner Records and “Probably Nothing.” Two months ago, the two joined up to launch a Web3 record label called “Probably A Label.” The label looks to reshape the future of music by empowering artists and focusing on community-based ownership.
The Voice’s entrance into Web3 could inspire more music-based talent shows to create their own metaverse activations. Here at Rarity Sniper, we’ll keep our ears to the ground for further developments in the story.