The music video directors of the future could be getting a head start, thanks to Lego. The brick brand, which continues to break new ground in inspiring kids creatively during the pandemic, has developed a music video app that lets them create and direct their own videos, using minifigures, special effects and more.
Lego has partnered with Universal Music on the Vidiyo app. Launching in March, it will allow access to tracks from thousands of its artists. Kids can pick a track, then create their "band" from a collection of new, physical minifigures, which can be customized and brought to life in different scales via augmented reality in the app. They can use special effects in the form of decorated Lego squares called "BeatBits." Once scanned, they unlock digital effects that let kids control everything from video and music styles to scene effects. They can also add DJ effects, style all of their band members, select names for their band, design album covers and more. The app also allows kids to share the clips they have created in a safe, moderated way.
"We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Lego Chief Marketing Officer Julia Goldin, in a statement. “Lego Vidiyo is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production.