Bravado launches capsule collab inspired by LEGO Vidiyo

Bravado, Universal Music Group’s global consumer, lifestyle, and brand management company, has announced the launch of a collaborative capsule inspired by LEGO Vidiyo, a video maker experience that allows children to dream big by directing, producing, starring in and sharing their own music videos.

Available now, the collection celebrates the intersection of LEGO play, music and fashion, featuring designs from P.A.M, Soulland, BBC ICECREAM and Bravado.

Sarah Andelman, co-founder of Paris boutique Colette, and the consulting and curating company Just an Idea, was tapped to oversee the creative for these capsules, and to capture “the universal essence of youthful creativity, bold thinking and optimism”.

The brand collabs include:

  • BBC ICECREAM: The skate-centric sub label of Pharrell William’s Billionaire Boys Club, known for utilising ice cream graphics and other lighthearted designs, has taken the sneaker community by storm since Pharrell previewed the concept in the Drop it’s Like it’s Hot video in 2004.
  • Bravado Collection: The global provider of consumer, lifestyle and branding services presents a 7-piece capsule inspired by L.L.A.M.A, the first-ever human version LEGO minifigure to sign a global record deal and to release a song via LEGO Vidiyo.
  • P.A.M: Australian lifestyle brand Perks and Mini (P.A.M) created two t-shirts and a hoodie featuring the slogan, “Let Your Mind Be Free.”
  • Soulland: A Copenhagen-based brand that strives to source as locally as possible and create healthier local relationships, offers a stylised button-up shirt and t-shirt.

Mimi Choi, Lead Designer, BBC says: “As a brand with DNA steeped in music culture and values in education led by Pharrell Williams, LEGO Vidiyo’s DNA aligns with our ethos in providing the youth with tools to explore their creativity and innovation.”

“We chose a motif of the most simple LEGO brick swirling into a vortex/portal, going into the unknown, a world of pure imagination,” says Mischa Hollenbach, Co-founder, P.A.M. In her view the LEGO Vidiyo collection is a celebration of individuality, and unique creativity. “Let your mind be free. No barriers, no borders, no worries: just creativity. Whatever you can imagine you can build, starting with one small brick”.

In celebration of the collaboration and upcoming launch, Bravado, LEGO Vidiyo and HBX by Hypebeast created a digital jukebox, a dynamic visual experience that reimagines designs from Soulland, PAM, BBC Ice Cream and Bravado as shoppable album covers.

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Universal Music Group signs LEGO Minifigure L.L.A.M.A to its Astralwerks label

Universal Music Group and the LEGO Group have achieved a world’s first with the signing of L.L.A.M.A  – a LEGO Minifigure DJ and producer –  to the studio’s record label, Astralwerks.

L.L.A.M.A is not only the first LEGO Minifigure to have signed a deal with a record label, but is also the first artist to release a song via LEGO’s newest physical-digital play hybrid platform, LEGO Vidiyo, a new system that allows kids to direct, produce, and star in their own music videos.

L.L.A.M.A has made his debut with the new single, Shake, a release featuring the three-time Grammy winner Ne-Yo, and newcomer Carmen DeLeon – who recently released the hit single Juegas. The single Shake is now available on the LEGO Vidiyo app and at all DSPs.

The official video for Shake premiered this week and features L.L.A.M.A, Ne-Yo, and Carmen DeLeon in a clip directed by Will Kindrick, known for his work with Ice Cube, Brian Wilson, and She & Him. The new video can be seen HERE.

LEGO Vidiyo is the product of a groundbreaking new collaboration between LEGO and Universal Music Group, who, through the partnership, has offered up a library of tracks created by artists on its label for use in the app. In addition to creating and sharing their own augmented reality experiences with L.L.A.M.A, kids and fans the world over will also find L.L.A.M.A as a minifigure in the DJ Llama BEatBox.

Shake was produced by BTS hitmaker David Stewart, who co-wrote the track with Grammy Award winning artist/songwriter Ryan Tedder.

“I met Ryan at a party. He was the only one who could keep up with me on the dance floor,” recalls L.L.A.M.A. “A few days later, he turned up at my place and we just clicked. By sunset, Shake was born, and it was beautiful. It’s fun. It’s energetic. It makes you want to move.”

Ne-Yo said: “L.L.A.M.A is an artist we need right now. Bringing some uplifting, positive music to people during what has been a hard year for so many is something I am happy to be a part of.”

Carmen DeLeon added: “I was so excited when I was asked to be part of Shake alongside Ne-Yo and L.L.A.M.A. My life revolves around creativity and dreaming big and this collaboration with the LEGO Group is a fulfillment of that.

“I hope this song and the fun music video that we shot inspires kids to always follow their dreams and think outside of the box.”

L.L.A.M.A, whose name is an acronym for Love, Laughter And Music Always, is a global citizen. Originally from the Andean region of South America, he moved to Los Angeles to pursue his dream of making music that makes people happy.

On signing with Astralwerks L.L.A.M.A said: “It feels incredible to be on such a legendary label. I’m constantly inspired by all of the artists on its roster. If I can make at least one person happy then my mission here is complete. The world needs a lift, and I’m up for being a part of that.”

LEGO and Universal Music Group unveil first product line-up for LEGO VIDIYO

The LEGO Group has today unveiled the first range of products to arrive from its new LEGO Vidiyo platform, a collaboration with Universal Music Group that will enable kids to create their own music videos using LEGO Minifgures, new LEGO kits, and augmented reality technology.

Teased last month, LEGO Vidiyo brings digital and physical play together through the use of a series of BeatBoxes, Bandmatesm and BeatBits that, through the use of AR tech, come to life in a new app, available to download now www.LEGO.com/VIDIYO-DeviceCheck.

Inspired by an array of musical genres and musicians, the LEGO Vidiyo world offers a new product experience for families and LEGO fans, allowing them to play, create and produce their own music videos.

The first LEGO Vidiyo product drop consists of BeatBoxes, Bandmates, and BeatBits. Fans will discover six unique portable BeatBoxes that each hold a minifigure representing a specific music genre, a scanning stage, two special BeatBits, and 14 random BeatBits.

These BeatBoxes can transport up to 16 BeatBits and have a building plate that can be customised with a selection of LEGO tiles to suit the style of its owner.

The first wave of products also features 12 Bandmates, each of which comes with one special BEatBit and two random BeatBits. BEatBits are a creative system of audio-visual effects that can be combined in the app and in real life, printed like album covers on 2×2 tiles. Each represents a music effect, character dance move, or scene prob that come to life in the Vidiyo app.

BeatBits, like instruments, are played live during the performance. There will be 130 BeatBits launching in the first year.

The six BeatBoxes and 12 Bandmate characters introduced today are:

  • 43102 ‘Candy Pop’ in the Candy Mermaid BeatBox (Pop)
  • 43103 ‘Pirate Punk’ in the Punk Pirate Beatbox (Punk)
  • 43104 ‘Alien DJ’ in the Extra Terrestrial Dance Music BeatBox (ETDM)
  • 43105 ‘Party Llama’ in the Party Llama BeatBox (Tropicon)
  • 43106 ‘Unicorn DJ’ in the Unicorn DJ BeatBox (K-pawp)
  • 43107 ‘Robot Break-dancer’ in the HipHop Robot BeatBox (HipHop)
  • 43101 Bandmates: Red Panda Dancer; Cotton Candy Cheerleader; Shark Singer; Bunny Dancer; Discowboy Singer; Genie Dancer; Samurapper; DJ Cheetah; Ice Cream Saxophonist; Alien Keytarist; Banshee Singer; Werewolf Drummer

LEGO VIDIYO products will be available from March 1st and are the first of many to come, states LEGO. BeatBoxes are priced at £17.99 with the Collectible Bandmates priced at £3.99.

There will be around 30 songs from UMG’s unrivalled global artists, including chart toppers and ultimate classics, all available on the app from launch, with new tracks added frequently. Each song has been programmed to work intuitively with all the BeatBits to ensure they link in harmony, including special music effects that match the beat of the track giving children an incredible level of creative audio customisation.

As part of the Vidiyo app experience children can create their own bands for performances – select clothing, band names, and album covers. By taking part in regularly updated in-app challenges and scanning in products, points are earned which can be used to unlock additional customisation options such as costumes, accessories, choreography and stage layouts.

In addition to the initial launch, Universal Music Group label, Astralwerks has also signed a new artist – a live action human version of the DJ LLama minifigure from the Tropicon BeatBox who goes by the titles L.L.A.M.A.

Refusing to be attached to any one genre, L.L.A.M.A. aims to harness free-spiritedness to inspire curiosity.

VP marketing, Luke Armitage, Astralwerks, said: “It’s an honour to sign the first ever llama and LEGO minifigure to a global record deal. When L.L.A.M.A first played us the early demo of ‘Shake’, we all knew we wanted to work with him. The LEGO Group’s partnership with UMG completely aligns with our mission to surround the electronic music space with innovation.”

Fans can stay tuned to L.L.A.M.A and his plans via his social media channels @musicbyllama.

William Thorogood, VP and executive producer of LEGO Vidiyo, the LEGO Group, said: “Play and music are both universally appealing and have a fundamental impact on the development of children.

“With LEGO VIDIYO we can now provide a kid-safe space for children to express their playful creativity through music video making to develop these new skills.”

“The partnership with UMG brings with it innovation on so many levels, from an exciting new music centred product and app experience to ground-breaking ways of engaging fans with the signing of L.L.A.M.A. LEGO VIDIYO has been tested with over 1,500 families across North America, Europe and Asia and the response we have seen has been incredible, with children and parents all excited to be able to bring LEGO minifigures to life in their very own unique, creative Music Videos. Now that LEGO VIDIYO is out in the wild, I’m so excited to see what the young creators of today have in store.”

Joshua Burke, VP, strategic marketing and global partnerships, Universal Music Group, added: “It’s an exciting day for LEGO VIDIYO, finally revealing the full experience and topping it with the first ever record deal for a LEGO minifigure.

“Music goes hand in hand with creativity and plays a role in a child’s development, all these new products, BeatBits and characters will inspire young people as they discover music, artists and new sounds from around the globe. While expanding their creative and technical skills and having fun – children will be learning, experimenting and expressing themselves in their very own music videos.”

LEGO Vidiyo is aimed at children aged seven to ten and provides a safe universe where they can traverse the worlds of physical and digital play. As LEGO Vidiyo requires verified parental consent – along with anonymity – and with external moderation of all content uploaded to the App feed, parents can be reassured their child is unleashing their creativity while staying safe online.

LEGO and Universal Music Group unveil first product line-up for LEGO VIDIYO

The LEGO Group has today unveiled the first range of products to arrive from its new LEGO Vidiyo platform, a collaboration with Universal Music Group that will enable kids to create their own music videos using LEGO Minifgures, new LEGO kits, and augmented reality technology.

Teased last month, LEGO Vidiyo brings digital and physical play together through the use of a series of BeatBoxes, Bandmatesm and BeatBits that, through the use of AR tech, come to life in a new app, available to download now www.LEGO.com/VIDIYO-DeviceCheck.

Inspired by an array of musical genres and musicians, the LEGO Vidiyo world offers a new product experience for families and LEGO fans, allowing them to play, create and produce their own music videos.

The first LEGO Vidiyo product drop consists of BeatBoxes, Bandmates, and BeatBits. Fans will discover six unique portable BeatBoxes that each hold a minifigure representing a specific music genre, a scanning stage, two special BeatBits, and 14 random BeatBits.

These BeatBoxes can transport up to 16 BeatBits and have a building plate that can be customised with a selection of LEGO tiles to suit the style of its owner.

The first wave of products also features 12 Bandmates, each of which comes with one special BEatBit and two random BeatBits. BEatBits are a creative system of audio-visual effects that can be combined in the app and in real life, printed like album covers on 2×2 tiles. Each represents a music effect, character dance move, or scene prob that come to life in the Vidiyo app.

BeatBits, like instruments, are played live during the performance. There will be 130 BeatBits launching in the first year.

The six BeatBoxes and 12 Bandmate characters introduced today are:

  • 43102 ‘Candy Pop’ in the Candy Mermaid BeatBox (Pop)
  • 43103 ‘Pirate Punk’ in the Punk Pirate Beatbox (Punk)
  • 43104 ‘Alien DJ’ in the Extra Terrestrial Dance Music BeatBox (ETDM)
  • 43105 ‘Party Llama’ in the Party Llama BeatBox (Tropicon)
  • 43106 ‘Unicorn DJ’ in the Unicorn DJ BeatBox (K-pawp)
  • 43107 ‘Robot Break-dancer’ in the HipHop Robot BeatBox (HipHop)
  • 43101 Bandmates: Red Panda Dancer; Cotton Candy Cheerleader; Shark Singer; Bunny Dancer; Discowboy Singer; Genie Dancer; Samurapper; DJ Cheetah; Ice Cream Saxophonist; Alien Keytarist; Banshee Singer; Werewolf Drummer

LEGO VIDIYO products will be available from March 1st and are the first of many to come, states LEGO. BeatBoxes are priced at £17.99 with the Collectible Bandmates priced at £3.99.

There will be around 30 songs from UMG’s unrivalled global artists, including chart toppers and ultimate classics, all available on the app from launch, with new tracks added frequently. Each song has been programmed to work intuitively with all the BeatBits to ensure they link in harmony, including special music effects that match the beat of the track giving children an incredible level of creative audio customisation.

As part of the Vidiyo app experience children can create their own bands for performances – select clothing, band names, and album covers. By taking part in regularly updated in-app challenges and scanning in products, points are earned which can be used to unlock additional customisation options such as costumes, accessories, choreography and stage layouts.

In addition to the initial launch, Universal Music Group label, Astralwerks has also signed a new artist – a live action human version of the DJ LLama minifigure from the Tropicon BeatBox who goes by the titles L.L.A.M.A.

Refusing to be attached to any one genre, L.L.A.M.A. aims to harness free-spiritedness to inspire curiosity.

VP marketing, Luke Armitage, Astralwerks, said: “It’s an honour to sign the first ever llama and LEGO minifigure to a global record deal. When L.L.A.M.A first played us the early demo of ‘Shake’, we all knew we wanted to work with him. The LEGO Group’s partnership with UMG completely aligns with our mission to surround the electronic music space with innovation.”

Fans can stay tuned to L.L.A.M.A and his plans via his social media channels @musicbyllama.

William Thorogood, VP and executive producer of LEGO Vidiyo, the LEGO Group, said: “Play and music are both universally appealing and have a fundamental impact on the development of children.

“With LEGO VIDIYO we can now provide a kid-safe space for children to express their playful creativity through music video making to develop these new skills.”

“The partnership with UMG brings with it innovation on so many levels, from an exciting new music centred product and app experience to ground-breaking ways of engaging fans with the signing of L.L.A.M.A. LEGO VIDIYO has been tested with over 1,500 families across North America, Europe and Asia and the response we have seen has been incredible, with children and parents all excited to be able to bring LEGO minifigures to life in their very own unique, creative Music Videos. Now that LEGO VIDIYO is out in the wild, I’m so excited to see what the young creators of today have in store.”

Joshua Burke, VP, strategic marketing and global partnerships, Universal Music Group, added: “It’s an exciting day for LEGO VIDIYO, finally revealing the full experience and topping it with the first ever record deal for a LEGO minifigure.

“Music goes hand in hand with creativity and plays a role in a child’s development, all these new products, BeatBits and characters will inspire young people as they discover music, artists and new sounds from around the globe. While expanding their creative and technical skills and having fun – children will be learning, experimenting and expressing themselves in their very own music videos.”

LEGO Vidiyo is aimed at children aged seven to ten and provides a safe universe where they can traverse the worlds of physical and digital play. As LEGO Vidiyo requires verified parental consent – along with anonymity – and with external moderation of all content uploaded to the App feed, parents can be reassured their child is unleashing their creativity while staying safe online.

LEGO teams with Universal Music Group to launch creative music franchise LEGO Vidiyo

The LEGO Group has teamed up with Universal Music Group to unveil LEGO Vidiyo, an innovative music video maker experience that celebrates children’s creativity and passion for music.

Through LEGO Vidiyo, kids can direct, produce, star in, and share their own music videos, using chart-topping tracks from Universal Music’s wealth of global artists.

Aimed at kids aged seven to ten, LEGO Vidiyo aims to provide a safe universe where they can explore physical and digital play by letting them experiment with play and music. LEGO states that the platform combines new technology with the LEGO System in Play, to help kids discover music, express themselves, and do so with anonymity that keeps them safe online as they upload their content to the accompanying App feed.

Accessed through a mash-up of LEGO elements, minifigures, music, augmented reality, and a new app, LEGO Vidiyo features endless combinations of editing options that are unlocked through new special effect ‘BeatBits.’

Kids can choose one of the man songs in the App from a variety of established artists. They can then create their own band form a collection of physical minifigures which can be customised and brought to life in different scales through AR tech n the Vidiyo app. Using ‘BeatBits’ – decorated 2×2 square LEGO elements that unlock special features when scanned – users can then line-up an array of special effects. This element allows them to control everything from video and music styles, to scene effects.

LEGO Vidiyo music videos can be set anywhere, and kids can set their stage by scanning their surroundings. Then, by hitting the selected BeatBits in the app, children can take creative control of their music video production, creating dance moves and audio effects in a 60 second performance. These performances can even be trimmed down to five, ten, 15, or 20 seconds clips for sharing with friends.

Finally, once the content has passed moderation, these clips can then be uploaded to the App feed.

LEGO underlines that any content featuring personally-identifiable information, such as children starring in the video, will not be approved for the App feed upload, but can be stored locally in-app, so friends and family can enjoy the content.

New music, challenges, and inspirational content will be added regularly to the App to keep gameplay fresh and encourage children to continue developing their creative skills. The challenges are designed to help young creators transform their videos from simple performances to exciting and dynamic productions, while ensuring they take full advantage of the wide range of features LEGO VIDIYO has to offer through new unique BeatBits.

“We want to feed the imagination of the next generation of creatives, providing a new canvas for kids to creatively express themselves,” said Julia Goldin, chief marketing officer, the LEGO Group.

“Research shows over three quarters (79 per cent) of parents globally wish their children had more creative confidence, so we’re launching LEGO Vidiyo to help make that happen. We know children are always chasing new ways to experiment creatively, and LEGO Vidiyo is here to help all kids with a passion for music unleash their creativity through LEGO building and music video production. We can’t wait to see what they come up with.”

LEGO Vidiyo is the first collaboration between the LEGO Group and Universal Music Group, after the two companies announced their partnership in April 2020.

Olivier Robert-Murphy, executive vice president, Universal Music Group and Brands added: “Through this innovative global partnership – with the power of music and play harnessed to support early development of creativity – children around the globe will be able to express themselves as they stage, direct, perform, and share their music videos.

“LEGO Vidiyo is a great way for millions of kids to discover new music and get closer to their favourite artists while learning and connecting through play.”

LEGO Vidiyo will witness the roll-out of a new App experience, LEGO sets, and lifestyle products, which are being brought to life in partnership with Bravado, Universal Music Group’s industry-leading merchandise and brand management company.

The first LEGO Vidiyo products will be available in the UK from March 1st 2021.