Vevo and Music Videos Delivering Scale, Cultural Relevance and Big Screen Impact

The Conversation39s featured guest was Vevo39s Kevin McGurn President Sales ampamp Distribution who explained quotMusic doesn39t stop All of the TV shows have gone on hiatus and sports leagues are postponed The music business is able to continue and generate new content for distribution on all these new platforms as well as continue to monetize itquotMusic Viewers Return to TelevisionVevo has seen a 40 increase in viewership the past two years and numbers continue to rise as we stay at home to quarantine and workVevo data shows thatConnected TV increased 30 since March 1st in addition to the 40 growth Mobile rode a rollercoaster dipping and only rising as high as its averageMarchMay saw growth in OTT viewership with March recording the highest growth percentage vs the previous month with 193Coviewing nearly doubled which may be attributed to parents and kids watching together during stayathome orders Increased linear viewing is also related to the highquality production of today39s videos They39re so rich and vivid a small screen doesn39t do the artistry justicequotThere39s a flight to quality particularly when you39re watching on TVquot says McGurn quotHD and 4K videos are the things that get chosen and the star power these celebrities represent is really what rises to the top So that39s where we Vevo come inquotAnd this power is something the advertising community needs to be reminded ofquotWe had to make a big effort to remind them of the music videos39 place in culture The linear programming of music videos really disappeared from the TV screen with the onset of YouTube The advertising community which is so anchored in TV had disappeared as wellquotA Reflection of the TimesMusic has always provided a soundtrack to match the culture and societal change Rap and hiphop especially reflect today39s culture and as Myers pointed out these music forms appeal to a wide crosssection of society quotHiphop39s popularity on Vevo sometimes exceeds pop on a monthly basisquot said McGurn quotSo that39s a massive audience from a cultural standpoint We need to do a great job monetizing and socializing its impact and relevancequotGetting Creative Beyond VideosSocial distancing has forced the media industry to get creative This year Vevo held its Upfront titled Homecoming in a digital format and added the star power of Katy Perry amp8212 but with a twistquotFor the first time we don39t have to rent out Carnegie Hall or Radio City to have an Upfront with a highlyproduced video and celebrity appealquot says McGurn Rather Vevo took a more authentic approach by interviewing Perry who spoke at length about her involvement in the video industry This concept offered fans real insight and more than just a glamorous quick peek at a celebrityMcGurn noted that Perry the 1 female artist of alltime on Vevo is a true innovator in the industry and proved it with her recent video Daisies quotShe was able to shoot Daisies on a Super 8 with just her assistant and a camera person And it39s a beautifullyshot video amp8212 cinematic and in high defquotEighty percent of Vevo39s 450000 video catalogue is rated PG14 or better which is beneficial to advertisers wanting to protect their brands However both McGurn and Myers see relevancy in brands taking risks and being seen in the other 20 of videos that may be more mature in nature but also more culturally relevantAlthough music videos are short in length linear viewing often turns into longform viewing with viewing times averaging 60 minutes on the big screen However long form on mobile decreases greatly only averaging a span or twothree videosClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Vevo and Music Videos Delivering Scale, Cultural Relevance and Big Screen Impact

Author

Publish date

Channel

Nathan Holman

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Vevo and Music Videos Delivering Scale, Cultural Relevance and Big Screen Impact

Enjoying This Commentary? There's More to Love

Nathan Holman

Stay in the know with more from MediaVillage

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies