Music Partnership Showcase: Universal Music Group x LEGO

Music Partnership Showcase: Universal Music Group x LEGO

Date: March 4, 2021
Tags: #lego #universal-music-group
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Today’s Marketing Partnerships Showcase features a tech and music partnership that is centered on expanding children’s creativity and innovation around music.

Universal Music Group collaborated with The LEGO Group on a partnership that created Vidiyo.

Program Specifics:

The two companies’ music partnership created Vidiyo, which is a playful and innovative music video maker designed to expand children’s creativity and passion for music. 

Music partnership for Vidiyo

Vidiyo combined the LEGO universe, LEGO mini figures and augmented reality with Universal Music Group’s licensed contracts to create a TikTok-esque experience that was targeted at children.

The music partnership also ensured that new music, challenges, and inspirational content were added regularly to keep Vidiyo fresh and relevant.

Social media campaign with NEYO and Carmen DeLeon

The Basics:

Toys, Music

Augmented Reality and VR, Licensed Product, Branded Content, Product Demonstrations

Mobile, Online, Social Media, Direct Marketing

Family, Female, Male, Kids (6-11), Tweens

Program Timing: January, 2021

Connect with the Universal Music Group team:

We hope you’ve enjoyed this dive into one of Universal Music Group’s music partnership with LEGO Group. To connect with the team and create your own program, visit the Universal Music Group company page on

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Posted by: Andrew Gormley

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