Vevo Unveils 7 New Series and Live Concert Event, Expands Twitter Pact

Digital music-video powerhouse Vevo is doubling down on original programming — adding seven new shows and a live concert event to its lineup — and launched a new ad program with Twitter aimed at driving music-video views past the 100-million mark.

Vevo, the biggest single supplier of content to YouTube, introduced new slate of seven original music-centric series Monday at its Digital Content NewFronts in New York. The shows include co-productions with Milk Studios, MADE and Legs Media, Rachel Zoe’s The Zoe Report and Endemol. While the vast majority of Vevo’s traffic comes from music videos, its original series topped 500 million views in 2013, according to Vevo president and CEO Rio Caraeff.

In addition, Vevo announced the “Certified Live” event scheduled for sometime this fall in Los Angeles. About 3,000 superfans will be invited to concert, which will feature performances by two artists (to be named later) who have videos on the service with 100 million or more views under its “Certified” program.

For the L.A. event, Vevo will release an on-demand version of the “Certified Live” concert, along with footage captured by fan cams, with a total of about 80 original content pieces including 10 songs from each performer.

Popular on Variety

Full Coverage of the 2014 Digital Content NewFronts

Vevo launched the “Certified” branding program in 2012. Since then, more than 275 videos from 100 artists have racked up more than 100 million views, including those from Katy Perry, Lady Gaga, Justin Bieber, Selena Gomez, Jennifer Lopez, Pitbull and Taylor Swift. As part of the program, Vevo runs interviews with the stars and their fans about the “Certified” videos.

To fan the flames for “Certified,” Vevo and Twitter have expanded their partnership under the social-media company’s Amplify program, which lets advertisers promote and target tweets. Under the new pact, “Certified CountUp” videos will be embedded into targeted tweets not only from Vevo and brand marketers but also from artists and fans, encouraging more views with the ultimate goal of driving a popular video to “Certified” status.

Vevo also announced a partnership with Mirriad, a provider of native in-video advertising. Under the deal, Vevo will use Mirriad’s technology to integrate brands natively into music videos. The debut campaign, unveiled at the NewFronts event, is for the music video for Aloe Blacc’s “The Man” featuring an integration of the Levi’s brand into the music video.

Additionally, Vevo announced a new deal with AT&T, through which the telco will integrate its products and services into and sponsor a series of music video premieres from artists. AT&T also will sponsor Vevo’s first Music Video Premiere Party, which will include an artist appearance.

SEE ALSO: Yahoo Expands Distribution Deal for Vevo’s Music Videos

Vevo’s seven new original series are:

“Stylized”: Relaunch of show profiling artists’ fashion identities, including their perspective on art, culture and gender. Co-produced by Vevo and Milk Studios, MADE and Legs Media.

“Get The Look”: How viewers can achieve a superstar look without the couture price tag. Co-produced by Vevo and Rachel Zoe’s The Zoe Report.

“Taste of Music”: One star chef in each episode watches a popular music video and translates “the feelings it evokes” into a unique dish. Co-produced by Vevo and Endemol.

“Guess the Video”: Part quiz show and part comedy hosted by YouTube’s Hudson Brothers, who roam the streets of Atlanta to test music knowledge of passersby. Winners get $100; losers get a pie in the face. Co-produced by Vevo and Archive Entertainment.

“Judge This!”: YouTube stars answer pop-culture questions like “Should Justin Bieber go to college?” or “Should One Direction add a girl?” Co-produced by Vevo and Kids at Play.

“A.K.A.”: Uses original animation to tell stories behind artists’ stage names, including Future and Neon Trees. Produced by Vevo.

“Day Off With…”: Explores what musical artists love to do when they are not making music, from driving race cars to cooking, and from scuba-diving to skydiving. Produced by Vevo.

Vevo’s returning original series including “Lift,” “Go Shows,” “Hot This Week,” “Certified,” “Lyric Lines,” “Tour Exposed” and live-events series “Vevo Presents.” In addition, Vevo said it will continue its news productions with NuvoTV for The Collective, powered by Vevo and Fuse, as well as its live-event partnerships with CBS Interactive for “Live on Letterman” and American Express and YouTube for “American Express Unstaged.”

Vevo’s NewFronts presentation for ad execs was held at Stephan Weiss Studios in Manhattan’s West Village. The event was scheduled to include performances from Mary Lambert and A Great Big World.

The company generates 5.5 billion monthly views globally across YouTube, Vevo.com, its apps and partner syndication websites. Vevo claims it delivers a larger millennials audience than any cable TV network — and reaches 25 million users each month who don’t subscribe to pay TV — and has attracted more than 900 brand marketers since its 2009 launch.

The New York-based company is majority-owned by Sony Music Entertainment and Universal Music Group, with minority stakes held by Google and Abu Dhabi Media.

More Digital

  • Amazon Music

    Amazon Music Tops 55 Million Users, Still Playing Catch-Up to Spotify and Apple

    Amazon is famously reluctant to release specific numbers about its users, so it’s notable that the e-retailing giant announced that it has surpassed 55 million customers worldwide for Amazon Music. The company didn’t reveal how many of those users are on its various pricing tiers, but said subscriptions to Amazon Music Unlimited grew by more [...]

  • The Crown Season 3 Oliva Colman

    Record Intl. Growth Sees Netflix Beat Q4 Earnings Forecast

    Fast growth in international markets, contrasting with only sluggish subscriber gains in North America, was a major factor behind streaming giant Netflix’s better than forecast growth in the last quarter of 2019. The company is set on keeping up that international momentum. Globally Netflix added 8.76 million new customers in the three months to December [...]

  • TikTok - LA lobby

    TikTok Opens New L.A. Office in Culver City

    TikTok, in a signal of the short-form video app’s growing clout and entertainment ambitions, announced the company’s Los Angeles operations have moved into a new 120,000-square-foot office in Culver City, Calif. TikTok’s new office space occupies five floors at the C3 campus at 5800 Bristol Parkway in Culver City. According to the company, the space [...]

  • SiriusXM president and CCO Scott Greenstein

    SiriusXM's Scott Greenstein Named Music Visionary of the Year by UJA-Federation

    SiriusXM president and chief content officer Scott Greenstein will be honored by the UJA-Federation of New York as its Music Visionary of the Year on June 4 in New York City. The award recognizes exceptional professional accomplishments and commitment to philanthropy. Previous recipients have included Sony Music Group CEO Rob Stringer, Republic Records co-founders Avery [...]

  • Anjelah Johnson'The Curse of La Llorona'

    HA Comedy Festival Sets Lineup, HBO Max Comedy Special

    The newly launched HA comedy festival backed by WarnerMedia and New Cadence Productions has set its dates, talent lineup and plans for a special to air on HBO Max. The festival, to be held Feb. 21-23 in San Antonio, Texas, is designed as a showcase for Latinx comedians. It’s part of a first-look development pact [...]

  • Marvel-Strike-Force-FoxNext

    Disney Sells FoxNext Games Unit to Scopely

    Disney has sold off FoxNext Games, the studio it obtained through the purchase of 20th Century Fox, to mobile-games developer Scopely. Terms of the pact were not disclosed. Under the terms of the pact, Scopely is acquiring FoxNext Games Los Angeles, the game studio behind hit game “Marvel Strike Force,” and San Jose-based Cold Iron [...]

  • Andy Gaudin - VideoAmp

    Ad-Tech Platform VideoAmp Hires Andrew Gaudin as Chief Legal and Privacy Officer

    VideoAmp, which operates a platform for optimizing cross-platform video advertising, hired tech-industry veteran Andrew Gaudin as chief legal and privacy officer. Gaudin will oversee the company’s global legal and privacy affairs and is tasked with leading privacy compliance initiatives. He brings more than 30 years of experience to the role, having served in legal roles [...]

More From Our Brands

Access exclusive content