Duo tune up music-themed programming block for Virgin America

Virgin Produced has inked a deal with Vevo to curate a 30-minute block of music-themed programming that will play on airline Virgin America’s Red-branded in-flight entertainment network.

Content includes musicvideos from artists like Katy Perry, Coldplay, Rihanna, will.i.am, Graffiti6 and David Guetta that currently stream on the company’s website, as well as an episode from the “Vevo Go Shows” series featuring a surprise live concert from Demi Lovato.

Another regular short will include “Vevo Sound + City,” which takes viewers on a musical tour of one of Virgin America’s destinations; the airline’s home base of San Francisco is the first city to be featured.

Virgin Produced’s channel on the Red system launched in April. Richard Branson’s production shingle hopes to expand the channel to the mogul’s other businesses, which include hotels, health clubs, mobile carriers, trains and retail outlets, reaching an estimated audience of more than 60 million worldwide.

Will Ferrell, Adam McKay, Chris Henchy and Judd Apatow’s Funny or Die; Ben Stiller’s Red Hour Digital; Seth Green and Matthew Senreich’s Stoopid Monkey Prods; AEG; Vice; Relativity Media and Rogue; Barry Katz Entertainment; What’s Trending; Steven Schneider (“Paranormal Activity”) and Daily Variety also provide programming to Virgin Produced’s channel.

Virgin has long considered music “the foundation of and continues to be a meaningful part of the DNA of our brand,” said Jason Felts, CEO of Virgin Produced, whose film slate includes “Immortals” and “Limitless.” “The expansion of our channel programming to include high-quality music offerings through a partnership with Vevo will provide our viewers and Virgin America guests with the music content they once were only able to enjoy on the ground.”

Vevo is currently available in the U.S., Canada, U.K., Australia, New Zealand and Brazil through Vevo.com, mobile devices, videogame consoles and other Web-connected devices. Company syndicates its programming to dozens of online sites, including AOL, BET, CBS Interactive Music Group’s Last.fm and MP3.com, as well as Fuse.tv, Univision, Viacom Media Networks and Yahoo Music.

“Vevo’s partnership with Virgin Produced brings our platform to new heights, quite literally,” said Doug McVehil, Vevo’s senior VP of programming, talent and content operations. “Here at Vevo, we’re always looking for new ways to connect our viewers to the music they love whether they are at home or on the go.”

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