Universal Music Group Signs LEGO VIDIYO Artist L.L.A.M.A

Image credit: Ne-Yo Vevo

In a world first UMG has signed an artist that was discovered via the kids LEGO VIDIYO app.

The LEGO VIDIYO app that launched February 16th combines music with augmented reality lego figures. The idea is to create video content with the AR figures and using the BeatBits to create a soundtrack, each video has a runtime of 60 seconds or less. Videos are also only available via the child friendly timeline within the app. 

The LEGO group is about to launch it’s new theme that brings the world of music to the app. Under a license partnership with UMG a wave of music owned by the label will be available for users to download and use in their videos. In addition to this UMG have also signed the LEGO VIDIYO artist L.L.A.M.A, a personification of the DJ Llama that is present on the app.

Examples of the available Beatbox’s available via LEGO VIDIYO app.

The artists debut single ‘Shake’ is out now and features Ne-Yo and Carmen Deleon. The music video also features the artists riding fluffy llamas riding through clouds, yes really. 

The artist is the first human version of a LEGO minifigure to sign to a global record deal, meaning the LEGO VIDIYO artist will be set to release more music in the future.

Watch the video for ‘Shake’ here:

Music journalist and photojournalist based in Cornwall.

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