Inspiring creative confidence through music

Creativity and confidence are prized assets in today’s workplace and we must do everything we can to help all children build these critical 21st-century skills. Our latest Play Well research shows that 9 in 10 parents believe building creative confidence at a young age will help their children to be successful in life.

This is why inspiring children to unleash their creativity in safe, supportive places is so important. At the LEGO Group, we know creativity comes in many guises and we want to be able to give children the opportunity to express their creative talents, whatever their interests and passions.

One passion that unites many children is music. Whether pop, dance, indie, rock, classical or hip hop, music brings friends and families together; parents say it helps them bond with their kids (81%), and 7 in 10 children say it helps them connect with friends. Both parents and children also believe music helps them express who they are (76%).

There is no doubt music is something children worldwide are extremely passionate about – and it’s this universal appeal that’s inspired LEGO? VIDIYO?, the new experience we’re incredibly excited to reveal today.

LEGO VIDIYO is the result of a brand-new partnership between the LEGO Group and Universal Music Group (UMG). Bringing together the physical and digital worlds of play, it is a playful and innovative music video maker experience for kids aged 7-10 – giving kids the chance to create their own videos, share them safely online and engage with other young LEGO creators. All videos shared in the LEGO VIDIYO app are moderated and completely anonymous, so it’s a safe platform from which children can experiment creatively using a mix of Minifigure characters, customizable special effects and music from UMG’s extensive catalogue.  

I am super proud to reveal LEGO VIDIYO today as it marks a day of firsts for us; not only are we taking the LEGO brand into the music space for the first time, we’re also coinciding the launch with UMG’s unveiling of a special new music act, L.L.A.M.A – the real-life embodiment of LEGO VIDIYO’s DJ Llama.  Signed to Astralwerks, L.L.A.M.A’s track SHAKE features three-time GRAMMY? winner NE-YO and newcomer Carmen DeLeon and is released this Friday, 19th February – you will be able to catch it in the LEGO VIDIYO app and via popular music streaming services.

This is an exciting move for the LEGO Group. We’ve been working to inspire and develop children through play since our inception, bringing the most innovative forms of play to children and their families worldwide, for generation after generation. It’s work we all take great pride in because the next generation of creativity starts with the experiences we give young minds today.

I personally can’t wait to see the music video creations and creativity LEGO VIDIYO will help kids and families unleash all over the world!

#LEGOVIDIYO #LEGO #UMG #VIDIYO #LLAMA