Add Vevo to the long list of companies encouraging its users to vote in the upcoming elections — except, Vevo didn’t stop at a doodle or a banner ad. The video service is getting ready to launch a new original series called “Why I Vote” Monday night in time for the first Presidential Debate, featuring pop stars talking about the reasons why they are going to the polls.
The first episode features Chicago-born rapper Vic Mensa talking about police brutality in his home town, and Mensa isn’t holding back: Incensed by the shooting of Laquan McDonald two years ago, Mensa became part of street protests. Earlier this year, he took part in voting Cook County State’s Attorney Anita Alvarez, who had resisted releasing video footage of the shooting, out of office.
Future episodes of the show will feature Kesha talk about LGBT rights and T.I. talk about local politics and mass incarceration.
Vevo teamed up with Rock the Vote and DoSomething.org for “Why I Vote,” but the show definitely isn’t anything like those tame PSAs you may remember airing on MTV back in the days. Mensa, for one, isn’t afraid to tell it like it is, which includes a lot of strong language that would result in a series of beeps on the airwaves.
“Why I Vote” is one of Vevo’s most recent attempts to produce more original content around music and the people producing it. The music video service also plans to launch a paid subscription service later this year, which may include ad-free access to other originals.