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“The campaign was one of the key components in helping us break both Jessie J and Dev.”
——Joel Klaiman
VEVO GIVES A LIFT TO NEW ARTISTS
Program Has Done Wonders for the Budding Careers of Jessie J, Tinie Tempah and Dev,
With Karmin the Present Beneficiary
In January 2011, VEVO launched a program called LIFT, created to give new and developing artists direct access to fans, and vice versa. For eight-week blocks throughout the year, VEVO puts the scale of its platform (62.5m unique visitors in December, according to comScore) behind one artist selected from dozens of label submissions. In the program, sponsored exclusively by McDonalds, VEVO collaborates with each LIFT artist to create 10-20 original and live exclusive content pieces to connect fans and artists.
 
One year into the program, LIFT’s impact on social media engagement, sales and radio has driven consumer awareness and significantly contributed to the mainstream breakthroughs and continued success of Lava/Universal Republic’s Jessie J (who scored her first Top 10 single this week), Capitol/EMI’s Tinie Tempah and Universal Republic’s Dev.

More recently, VEVO has delivered major attention for current LIFT artist Karmin, who will perform on Saturday Night Live on Feb. 11, well before the April release of the duo’s Epic debut album.

Below are stats provided by VEVO on the three acts referenced above, along with testimonials from label execs and the artists themselves:

In working with Jessie J, one of VEVO’s stated goals was to grow her social media engagement. Prior to LIFT, she was virtually unknown in the U.S., with just 6 million video views, of which 60% came from her native U.K. She also had a relatively small social following, tallying a combined 85k fans on Facebook and Twitter.

After eight weeks as VEVO’s inaugural LIFT artist, Jessie’s video views surged over the 100 million-view milestone, and she counted more than 1.5 million fans across social media. During the LIFT cycle, Jessie J’s video audience was truly global, with 70% of her total video views now coming from outside the U.K. A comScore survey measuring how fans discovered Jessie J, cited that nearly 60% were introduced to her through VEVO, beating other traditional breaking artist factors, such as radio exposure.

“LIFT provided an important elevation to Jessie J’s profile in the critical early stages of our United States campaign,” says Lava President/CEO Jason Flom. “Jessie J has a rare combination of great visuals that match her remarkable musical talents. VEVO provided a great overall way for music fans to get to know not only Jessie’s voice but her personality. Anyone can go to VEVO right now and see the results are over 100 million plays worldwide. LIFT was a big driver for us.“

“VEVO has been so supportive of me from Day One,” says Jessie. “I was the first VEVO LIFT artist. They helped me promote my video. They promoted me, they supported my music and now ‘Price Tag’ is the fourth most viewed video in the U.K. of all time. That’s crazy!”

In working with Tinie Tempah, one of VEVO’s stated goals was to increase sales of his single “Written in the Stars.” As a result of LIFT, he became the first British rapper to cross over to the U.S., thanks to the 97% increase in total video views VEVO LIFT delivered. His focus track, “Written in the Stars,” sold more than 650k digital tracks during his LIFT cycle (an average weekly sales increase of 160% compared to the two months prior to the program’s launch) and peaked at #12 as a result of the single’s exposure through VEVO.

“VEVO’s impact on the Tinie Tempah campaign has been palpable,” says Dominic Pandiscia, EVP of EMI Music Services N.A. “One of the biggest challenges we face as an industry is how to best develop and expose great new talent. VEVO created a multi-dimensional view of Tinie, which helped fans connect with both his music, and with him as an artist.”

“It was absolutely amazing and a great way to tell my story beyond ‘Written in the Stars’ and let everyone know a bit about me and what’s going on,” says Tinie. “VEVO is the best in the world.”

In working with pop singer Dev, one of VEVO’s stated goals was to grow radio airplay of her single “In the Dark.” Prior to the start of her LIFT cycle, “In the Dark” was at #39 on the Billboard Mainstream Top 40 radio chart with a 6m audience. By the end of her LIFT cycle, due to the 229% video-view increase VEVO delivered for the video, “In The Dark” reached #10 on the chart with a 50m audience.

VEVO built awareness in key radio markets that helped drive adds and spins—and ultimately fan discovery—for “In the Dark.” In fact, the mere selection of Dev as a LIFT artist has resulted in adds across radio in major markets the same week VEVO made the announcement. In Dev’s case, she was added to KIIS-FM L.A. and Z100 N.Y. immediately following her LIFT announcement.

“The VEVO LIFT program has been a great tool for us to showcase our artists’ music and personalities to a huge online audience, including radio programmers across the country,” says Universal Republic EVP Promotion and Artist Development Joel Klaiman. “The campaign was one of the key components in helping us break both Jessie J and Dev.”
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