ITV Studios: towards the creation of “The Voice” metaverse with Virtual Band Group

ITV Studios have announced plans to bring The Voice musical universe into the metaverse.
The production group has thus ceded to the Californian group Virtual Brand Group (VBG, Justin Hochberg) the exclusive virtual rights to the format sold in 180 countries, he indicated on October 27 in a press release. The two companies will thus jointly develop, build and operate the future virtual world of the talent competition.

The goal is to allow fans around the world to interact with the format at any time, to be part of their own musical journey and to open up to new vocal experiences through social games and virtual challenges, competitions, and digital objectives. In the long term, the two groups aim to build a new form of global competition in the metaverse, which goes beyond the real version on set and passive concerts and offers new opportunities to attract a global audience.

"The Voice was, in a way, the first version of a metaverse where anonymity [through blind auditions] and the possibility of being whoever you want dominate," notes Lucie Stoffers, Head of Brand & Licensing at ITV Studios, was quoted in the statement. Fans of The Voice can already get first access to games and rewards by pre-registering on TheVoiceVIPSuperverse.com.