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FRONTING WITH VEVO
Company Reveals Original Programming, New Live Event

Right on the heels of Thursday’s coronation of new President/CEO Erik Huggers, Vevo unveiled a pair of new original series as well as confirming the return of 14 existing series. The company also announced the launch of a brand new live event, The Year in Vevo, and the second annual Certified Live concert.

The rollout took place in NYC at the Digital Content NewFronts, which we strongly suspect is the online equivalent of the TV network upfronts.

The evening’s performers included Tori Kelly, Magic! and Halsey. In a post-performance surprise for Halsey, Vevo revealed that she’ll be part of the company’s emerging-artist program, LIFT, which has helped launch the careers of stars like Sam Smith, Lorde and One Direction.

Certified Live, a spinoff of the Certified franchise, honors music videos reaching the 100m-views plateau. The first act confirmed for 2015 event, taking place Aug. 17, is 5 Seconds of Summer. The inaugural 2014 concert has logged close to 25m views to date.

The Year in Vevo, scheduled for December, will celebrate the most iconic and influential videos of 2015. Along with live performances spanning several nights, the event will include activations of interactive set replicas for fans to check out up close.

Vevo VP Industry Relations & Programming JP Evangelista (l) and VP Original Content
& Programming Scott Reich bestow Vevo LIFT Artist honors on artist Halsey.

Two new series will premiere later this year. :60 With… features an artist answering as many off-the-cuff, personality revealing questions as they can in 60 seconds. The premiere episode will feature former LIFT artist Kendrick Lamar, followed by none-other than David Hasselhoff, whose music video for “True Survivor” garnered one million views in 24 hours. Rhyme and Reason features a hip-hop artist rapping 16 bars, and revealing the inspiration and history behind it. Joell Ortiz and Rapsody are set for the first two episodes.

Renewed series include LIFT, GO Shows, Hot This Week, Certified, A.K.A., Super Fan Showdown, Do It Yourselfie, DSCVR and Tour Exposed.

Vevo also revealed that it will partner with Nielsen in anticipation of Nielsen’s forthcoming Digital Content Ratings release, which provides measurement for digital content comparable to linear TV measurement. A Nielsen study commissioned by Vevo found that Taylor Swift’s videography drew 25 million views across Vevo’s digital properties during its Feb. 13 premiere week. According to the analysis, this is equivalent to reaching 8.6 % of the adult 18-34 U.S. population. Only one regularly scheduled linear TV program during this time period, watched live or via timeshifted viewing within saw days, saw a higher reach into the 18-34 U.S. population.

 Finally, the company announced the formation of the brand-entertainment unit Vevo BE, which will co-create content with name brands. Led by VP of Development & Production Dave Kalvert, a recent arrival from R/GA, and Director of Brand Programs Sophia Reichenbach, Vevo BE will build on the heritage of such programs as Honda Stage, Vevo LIFT and AMEX Unstaged.

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