Digital music-video powerhouse Vevo is doubling down on original programming -- adding seven new shows and a live concert event to its lineup -- and launched a new ad program with Twitter aimed at driving music-video views past the 100-million mark.
Vevo, the biggest single supplier of content to YouTube, introduced new slate of seven original music-centric series Monday at its Digital Content NewFronts in New York. The shows include co-productions with Milk Studios, MADE and Legs Media, Rachel Zoe's The Zoe Report and Endemol. While the vast majority of Vevo's traffic comes from music videos, its original series topped 500 million views in 2013, according to Vevo president and CEO Rio Caraeff.
For the L.A. event, Vevo will release an on-demand version of the "Certified Live" concert, along with footage captured by fan cams, with a total of about 80 original content pieces including 10 songs from each performer.
Full Coverage of the 2014 Digital Content NewFronts
Vevo launched the "Certified" branding program in 2012. Since then, more than 275 videos from 100 artists have racked up more than 100 million views, including those from Katy Perry, Lady Gaga, Justin Bieber, Selena Gomez, Jennifer Lopez, Pitbull and Taylor Swift. As part of the program, Vevo runs interviews with the stars and their fans about the "Certified" videos.
To fan the flames for "Certified," Vevo and Twitter have expanded their partnership under the social-media company's Amplify program, which lets advertisers promote and target tweets. Under the new pact, "Certified CountUp" videos will be embedded into targeted tweets not only from Vevo and brand marketers but also from artists and fans, encouraging more views with the ultimate goal of driving a popular video to "Certified" status.
Vevo also announced a partnership with Mirriad, a provider of native in-video advertising. Under the deal, Vevo will use Mirriad's technology to integrate brands natively into music videos. The debut campaign, unveiled at the NewFronts event, is for the music video for Aloe Blacc's "The Man" featuring an integration of the Levi's brand into the music video.
Additionally, Vevo announced a new deal with AT&T, through which the telco will integrate its products and services into and sponsor a series of music video premieres from artists. AT&T also will sponsor Vevo's first Music Video Premiere Party, which will include an artist appearance.
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Vevo's seven new original series are:
"Stylized": Relaunch of show profiling artists' fashion identities, including their perspective on art, culture and gender. Co-produced by Vevo and Milk Studios, MADE and Legs Media.
"Get The Look": How viewers can achieve a superstar look without the couture price tag. Co-produced by Vevo and Rachel Zoe's The Zoe Report.
"Taste of Music": One star chef in each episode watches a popular music video and translates "the feelings it evokes" into a unique dish. Co-produced by Vevo and Endemol.
"Guess the Video": Part quiz show and part comedy hosted by YouTube's Hudson Brothers, who roam the streets of Atlanta to test music knowledge of passersby. Winners get $100; losers get a pie in the face. Co-produced by Vevo and Archive Entertainment.
"Judge This!": YouTube stars answer pop-culture questions like "Should Justin Bieber go to college?" or "Should One Direction add a girl?" Co-produced by Vevo and Kids at Play.
"A.K.A.": Uses original animation to tell stories behind artists' stage names, including Future and Neon Trees. Produced by Vevo.
"Day Off Withâ¦": Explores what musical artists love to do when they are not making music, from driving race cars to cooking, and from scuba-diving to skydiving. Produced by Vevo.
Vevo's returning original series including "Lift," "Go Shows," "Hot This Week," "Certified," "Lyric Lines," "Tour Exposed" and live-events series "Vevo Presents." In addition, Vevo said it will continue its news productions with NuvoTV for The Collective, powered by Vevo and Fuse, as well as its live-event partnerships with CBS Interactive for "Live on Letterman" and American Express and YouTube for "American Express Unstaged."
Vevo's NewFronts presentation for ad execs was held at Stephan Weiss Studios in Manhattan's West Village. The event was scheduled to include performances from Mary Lambert and A Great Big World.
The company generates 5.5 billion monthly views globally across YouTube, Vevo.com, its apps and partner syndication websites. Vevo claims it delivers a larger millennials audience than any cable TV network -- and reaches 25 million users each month who don't subscribe to pay TV - and has attracted more than 900 brand marketers since its 2009 launch.
The New York-based company is majority-owned by Sony Music Entertainment and Universal Music Group, with minority stakes held by Google and Abu Dhabi Media.