LEGO Fights FOMO With VIDIYO Vibes Campaign

Today, fun-loving musician, HRVY, radio DJ Roman Kemp and music icon Sophie Ellis-Bextor have teamed up with The LEGO Group to launch its #VIDIYOVibes campaign. Set to sweep the nation as the next big social craze, #VIDIYOVibes is encouraging kids to create versions of their favourite music videos on the free LEGO VIDIYO app, and then pay them forward to friends and family in a mood-boosting and ‘pass-it-on’ chain.

Research by The LEGO Group reveals UK children have been fighting FOMO (Fear of Missing Out) over the past year by becoming FOCOs (Finders of Creative Opportunities) and discovering outlets for self-expression via positive mood-boosting activities at a time when they’ve needed it most.

The past year has seen kids enjoy getting creative with new hobbies (44%). Music has been a big part of their lives, with kids finding opportunities to dance (19%), learn a musical instrument (14%), and write songs (10%). The research also revealed that new apps have been a primary facilitator of creative opportunities (20%), and whilst 59% of kids have missed seeing their friends in person, almost a third (30%) have made the most of discovering new hobbies with their peers virtually.

FIGHTING FOMO WITH FOCO: THE NEW PHENOMENON AMONGST UK KIDS

  • New research out today by The LEGO® Group reveals that 55% of UK children have been fighting FOMO (Fear of Missing Out) over the past year by becoming FOCOs (Finders of Creative Opportunities) discovering outlets for self-expression and learning via positive mood-boosting activities at a time when they’ve needed it most
  • Singing sensation and Strictly finalist HRVY, radio DJ and I’m A Celebrity star Roman Kemp, and music icon and mum-of-five Sophie Ellis-Bextor come out in support of the creative generation, fronting a new #VIDIYOVibes campaign, encouraging 100,000 minutes of FOCO via a pass-it-on social media movement
  • The campaign is backed by psychologist, Dr Victoria Williamson who has established a link between FOCO activities and mood improvement amongst kids
  • Families can follow the trend and take part by downloading the free LEGO® VIDIYO™ app to create versions of their favourite music videos and share the results with loved ones to give them a positivity lift

Today, research by The LEGO® Group reveals a new trend of FOCOs (Finders of Creative Opportunities), which sees kids saying “no” to limitations of the past year and feelings of FOMO, and instead exploring outlets for creative expression to boost their sense of positive wellbeing.

Fun-loving musician, HRVY, radio DJ Roman Kemp and music icon Sophie Ellis-Bextor have teamed up with The LEGO Group to support the FOCO generation, with its #VidiyoVibes campaign, encouraging play, creativity, and self-expression amongst UK kids. #VidiyoVibes launches following research commissioned by The LEGO Group[1] highlighting that children in today’s society are seeking out more ways to express their creativity as a result of spending more time at home.

The past year has seen kids enjoy getting creative with new hobbies (44%); exploring activities including baking (40%), drawing (37%), playing on apps (37%), and playing with building blocks e.g. LEGO bricks (29%). Music has been a big part of their lives too, with kids finding opportunities to dance (19%), learn a musical instrument (14%), and write songs (10%). The research also revealed that new apps have been a primary facilitator of creative opportunities (20%), and whilst 59% of kids have missed seeing their friends in person, almost a third (30%) have made the most of discovering new hobbies with their peers virtually.

The campaign has been kickstarted by creative stars using the new free to download LEGO® VIDIYO™ app and supporting Beatboxes, which enable users to unlock even more content and creativity, to make videos and share them with their followers to spread smiles. The pass-it-on social movement inspires children and families to embrace creative expression by making their very own #VidiyoVibes and paying it forward to friends and family in a mood-boosting social chain.

The research has revealed just how invaluable music, play and self-expression is to kids today, with 64% claiming that music has played a role in boosting their mood in the past year, and 7 in 10 (74%) saying it helps them to connect with friends (74%)[2]. Parents also recognise its importance, with nearly 9 in 10 (89%) believing that music benefits creativity[3].

Scholar and Consultant on the Psychology of Music, Dr Victoria Williamson, commented “Play and music can have both energising and relaxation effects. Combining music and play offers effective mood enhancement, as well as opportunities for fun – which we know is more important now than ever as kids become Finders of Creative Opportunities to combat the challenges of spending more time at home.

Music-related activities and apps, such as the LEGO VIDIYO app, also present kids with the opportunity to be self-directed in how they express their creativity by integrating the experiences of improvisation, learning, performance, and connection with others, via the act of sharing their productions.”

The new, free to download LEGO® VIDIYO™ app is packed with chart-topping songs from leading artists, including Mabel, The Weeknd, Katy Perry, and Jonas Brothers, and allows users to experiment creatively with music video production. A mix of new minifigure characters, called BandMates, can be customised and brought to life in combination with special effect BeatBits and music from established musicians that children can mash up to create and share unique and playful music videos. All wrapped in a safe universe that offers endless combinations and flows fluidly between physical and digital play.

The partnership between The LEGO Group and Universal Music Group (UMG), which has led to the creation of the LEGO VIDIYO app also sees UMG label, Astralwerks, sign a new artist – a live action, human version of the DJ Llama minifigure from the Tropicon BeatBox. L.L.A.M.A’s debut single “Shake,” available to download now, features three-time GRAMMY® winner NE-YO and newcomer Carmen DeLeon.

Another fun-loving musician, HRVY, whose track with Matoma ‘Good Vibes’ is available on the app, has already been creating and sharing his own #VIDIYOVibes with his followers to spread positivity.

He commented: “I’ve always found that music – whether it’s singing, dancing or song-writing – is the perfect outlet for me to express myself and it works wonders for my mental health. I can definitely relate with those over the past year who’ve been fighting the FOMO by expressing themselves through creativity and music. Shout out all the Finders Of Creative Opportunities!

“I’ve had so much fun getting creative with VIDIYO and making a LEGO version of my track, I’m all about the ‘good vibes’ so I hope this inspires you guys to get involved in spreading 100,000 moments of FOCO by creating their own #VIDIYOVibes too!

HRVY also caught up with radio host and TV personality, Roman Kemp, to share his views on the importance of spreading good vibes through music and play. Following their discussion, Roman said: “I really enjoyed talking to HRVY about the importance of seeking out creative ways to staying positive and using music to spread joy. I’ve spoken recently about the importance of connecting with friends to support positive wellbeing and the VIDIYO app is a really great, fun and safe space for families to do this.

HRVY is a guy who always seems so upbeat and brings so much joy to others, so it was great to get some insight on how he uses his passion for music to stay positive and boost the mood of those around him too. It’s great to think that in my own role as a DJ I get to do the same thing and pay it forward by uplifting people with the power of music.”

You can see what happened when HRVY and Roman caught up here: https://youtu.be/deQX1m4jJyU

Another music icon getting creative and sharing her own #VIDIYOVibes is mum-of-five, Sophie Ellis-Bextor. After spending the past year helping the nation to keep positive with her infamous and much-loved ‘Kitchen Discos’, Sophie has been using the VIDIYO app with her children and comments: “My kids truly are Finders of Creative Opportunities. They haven’t just been using music to express themselves, but also doing so through dancing, playing games and apps. It’s really important to me that they have these outlets and can explore their individuality and I love that the VIDIYO app and this campaign gives them a safe platform in which to do that.”

The free VIDIYO app is available to download here: https://apps.lego.com/vidiyo-device/

TOP 10 FOCO ACTIVITIES

The creative activities boosting kids’ wellbeing:

  • Baking
  • Cooking
  • Taking part in quizzes
  • Playing on apps
  • Painting
  • Playing board games or cards
  • Exercising e.g. skipping
  • Giving makeovers e.g. painting my mum’s nails
  • Crafts e.g. making jewellery, tie-dye art
  • Filming and sharing videos

[1] Survey results gathered from sample of 1,000 5-12-year-olds in the UK, conducted in February 2021.

[2] The LEGO Group Play Well Study 2020

[3] The LEGO Group Play Well Study 2020

Author: Adam White

Howdy I'm Adam, The editor of BricksFanz.com - your go to source for the latest LEGO news, reviews and much, much more. Some of you may know me from other LEGO sites so you'll know I have a good experience of the LEGO community and a deep, passionate commitment to all things LEGO. I specialize in seeking out the latest LEGO news and products, as well as being an expert on all thing LEGO gaming based. So welcome to BricksFanz - Fuelling Your LEGO Lifestyle.

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