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VEVO LIFT boosts 1D, Yahoo goes live

PRESSING THE “UP” BUTTON: The planets have aligned for VEVO, whose LIFT program for new and developing artists provided the essential momentum that pushed Syco/Columbia boy band One Direction to a #1 debut yesterday, just as Yahoo became the third platform to carry the channel, joining YouTube and recent addition MTV. If you’re not familiar with LIFT, here’s the concept: For eight-week blocks throughout the year, VEVO puts the scale of its platform (62.5 million unique visitors in December, according to comScore) behind one artist selected from dozens of label submissions. In the program, VEVO collaborates with each LIFT artist to create 10-20 original and live exclusive content pieces to connect fans and artists. Along with the video itself, One Direction fans were engaged by an ASK:REPLY, an interview and the webisode One Direction in America, helping the Brit quintet to become the first LIFT artist to top the U.S. album charts. And check out VEVO’s new home at Y! Music, whose homepage just got a snazzy makeover. (3/21a)

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