New Metaverse Expansion for The Voice


ITV Studios has teamed with The Virtual Brand Group (VBG) for The Voice Studios, a new metaverse experience for the hit talent competition.

Launching May 12, in the final weeks of the show’s 23rd season on NBC, The Voice Studios allows fans to create their own music, show off their dancing skills, compete in Battle rounds, test their musical knowledge and audition to be on an upcoming season. There’s also an opportunity to win limited edition virtual clothing, modeled on the gifts that celebrity coaches Kelly Clarkson, Chance the Rapper, Niall Horan and Blake Shelton provide to their teams.

The Voice Studios is the latest addition to Vegas City, the metaverse entertainment destination in Decentraland. It follows the rollout of a virtual pop-up event for The Voice in the Decentraland Metaverse Music Festival last year.

Lucie Stoffers, head of brand licensing, global partnerships, at ITV Studios, noted: “After the very successful first pop-up area within the Decentraland Metaverse Music Festival, we are very excited to continue on this journey together with VBG bringing The Voice Studios to Decentraland. And 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 is the future of entertainment, fashion and youth culture marketing,” said Justin W. Hochberg, CEO of the Virtual Brand Group. “Last fall, in The Voice’s first metaverse experience, fans spent an average of 49 minutes, and we were able to generate 13 times more engagement than typical social media platforms. Building the next generation that is bigger and better for the show, advertisers and fans was the obvious logical step.”