by Lydia Ludmila 
The famous TV Show “The Voice” explores the metaverse once again. This Friday May 12th, “The Voice Studios” launches as an interactive platform! Furthermore, it will offer new experiences to fans, such as creating music, flaunting dance moves, competing in battles, and even auditioning for future seasons.
What is “The Voice” Metaverse?
ITV Studios partnered with metaverse developer Virtual Brand Group (VBG), to create “The Voice Studios”. The launch is timed to align with the closing weeks of “The Voice” Season 23 on NBC. The globally popular reality show currently broadcasts in 148 different versions. Now, it has the ambition to transform the fan experience in this virtual world, reminiscent of Roblox.
“The Voice Studios” will be freely accessible to all, nested within the entertainment hub of Vegas City on the metaverse platform Decentraland. Moreover, this venture follows a successful virtual pop-up event for “The Voice” during the Decentraland Metaverse Music Festival, also orchestrated by VBG.
Within a custom-designed NBC metaverse fan zone, fans will have the opportunity to learn how to audition for the series. On top of that, they will have a chance to win limited-edition virtual clothing.
What Kind of Experiences Are on Offer?
The platform will launch with five interactive experiences. Those will be Music Maker, Musical Treasure Hunt, Dance Off, Rhythm Challenge, and a Music Trivia game. Additionally, participants can either navigate these activities solo or compete against others. Then, fan voting determines the winners in each category. The more fans engage with the content and gameplay, the more features they can unlock. Moreover, they will have greater chances of winning “The Voice” – themed virtual MetaMerch.
“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”, explained Lucie Stoffers, ITV Studios’ head of brand licensing.
“The Voice Studios” symbolizes “the future of entertainment, fashion and youth-culture marketing,” according to VBG CEO Justin Hochberg. “Building the next generation with Vegas City that is bigger and better for the show, advertisers, and fans was the obvious logical step”, he added.
