The Voice Heads into the Metaverse


ITV Studios has granted the Virtual Brand Group (VBG) exclusive rights in the metaverse for the talent show The Voice.

VBG, known for building immersive experiences and communities, will collaborate with ITV to develop, build and operate The Voice in the metaverse for the first time.

Voice fans from across the world will get the opportunity to engage with the show in an environment built for them and be part of their own musical journey.

Virtual experiences and social games will allow for persistent worlds and events where fans and friends can enjoy unique content, showcase skills and challenge each other in creative musical play.

A web3 loyalty program and fan journey will connect and reward them for the time across all their interactions—from social media to watching the show to buying virtual or physical merchandise.

VBG is working to develop a new form of metaverse global competition that goes far beyond the real-life version, offering new opportunities to drive global viewership of The Voice.

“That’s why we say The Voice was, in many ways, an early version of the metaverse where anonymity and being whoever you want rule. Today we come full circle,” said Lucie Stoffers, head of brand and licensing at ITV Studios. “VBG is the perfect partner for us because together, we can enable a one-stop activation for all our territories and broadcasting partners around the world and give fans a year-round experience with games, giveaways, and virtual items all inspired by The Voice.”

“Collaborating with ITV to deliver The Voice metaverse will redefine virtual music experiences beyond passive concerts centered just on popstars and give power to a billion people to become stars anywhere on the planet,” said VBG CEO and founder Justin Hochberg. “The Voice metaverse experience will create a new, connected musical fan journey that only web3 can deliver—not real life, not TV and not static internet. Fans will be rewarded no matter how they engage—whether watching, sharing, purchasing, playing or attending an event. For VBG, this represents the next iteration in our rapid growth leading entertainment onto a range of new platforms.”