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AR videos that appear on screen can be shared outside of the app.
Photograph: Lego / UMGHowever, when it comes to enjoyable parent-child activities, making music videos is higher for me than, say, baking mini cupcakes or scratching Oobleck on my kitchen floor. As someone old enough to remember watching MTV Top 20 Video Countdown with friends it was fun watching my kids go crazy dancing (with llamas) to the Weeknd and Taylor Swift.
The soundstages also come with handles, allowing you to carry your characters around the house or outside once you’re cleared to roam the world again. During a Zoom presentation, Joshua Burke, head of global partnerships at UMG, noted that the music megalabel will regularly add songs to the platform and soon offer a much wider range of music choices than the Top 40. songs from established artists.
Play the hits
In that same Zoom call, Morgan Walker, Lego Creative Lab’s design director, pointed out that all videos shared on the Vidiyo platform will be moderated by Lego employees, so parents can worry less about the causes their child to inadvertently share sensitive information online. Parental consent is required before a child posts their first video, and everything from hate speech to personally identifiable information, including location information, will be removed.
The Lego Vidiyo app does not require a subscription, and aside from the cost of compatible Lego sets, there are no additional hidden charges. Any musical mini-movies you shoot with the app can be saved directly to your phone’s camera roll for easier sharing. Despite my initial few doubts, it was a success in my house. The music was upbeat, the minifigs hilarious, and the videos fun for my kids to shoot. It’s not hard to imagine a Lego choreography on TikTok on the Notorious BIG, or any song that will be there in three years.
The beauty of Lego products is that while every set the company releases is associated with a specific franchise, the bricks themselves are infinitely changeable. They quickly free themselves from the usual constraints of content and context. A week after Lego sent us the Vidiyo sets, Party Llama and ETDM quickly joined Emmett from Lego movie and Chewbacca from Star wars for rides in my son’s airplane truck.
If all that happens with Lego Vidiyo is my kids get some cool new minifigures and get a chance to improve their music taste, that will be a lot.
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