How Vevo used original content and nostalgia to bridge the new video shortfall

How Vevo used original content and nostalgia to bridge the new video shortfall

“Video killed the radio star” sang The Buggles prophetically in the first music video broadcast on MTV. That was 40 years ago this year, and although radio stuck around it’s just become routine for us to expect video along with the audio.

Often enough the music videos we consume are delivered by Vevo, the leading global video network. “We have a presence on YouTube and a large CTV presence on more than 15 channels,” JP Evangelista told us. Evangelista is SVP Content, Programming and Marketing at Vevo, and the 40th birthday of music videos seemed a good time to find out more about Vevo’s business model and marketing strategy.

Many videos, many views. Vevo was created in 2009 through a partnership between two of the world’s largest record companies, Sony Entertainment and Universal Music Group. All its revenue comes from the ads that run against the videos and it has individual deals with the artists (via their record companies) who allow Vevo to distribute their content. “We can do programmatic advertising,” said Evangelista, “but we have a large sales force that engages in person-to-person sales.”

To say Vevo has a presence on YouTube is an understatement. The channel has almost 20 million subscribers. The Vevo catalog is mighty, featuring some half a million videos by 60,000 artists. “We get in excess of 300 billion views per year,” said Evangelista. Across the main social media channels, Vevo has a total audience of over 30 million.

That doesn’t mean Vevo has no need to market itself. The focus is on marketing to consumers, targeting by age and geo-location.

Moods and Rewind. Contextual targeting plays a role too. Vevo Moods is a product for advertisers which allows them to align their creative with appropriate videos. Using AI, Vevo a

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