In honour of B&T‘s upcoming 30 Under 30 Party (sorry, Awards) we’re intro-ing you to Vevo, B&T‘s shiny new principal sponsor for the event.
P.S. If you haven’t registered for the virtual event, spots are filling fast and you need to do so ASAP. Everyone will receive a unique link to join the party, so register your own email address right here, right now.
What is Vevo?
For the uninitiated, Vevo is the world’s largest all-premium music video provider, offering artists a global platform with enormous scale through its distribution partners.
According to Vevo MD AUNZ Steve Sos, Vevo exists “primarily to maximise the commercial and promotional value of music videos.”
Speaking to B&T, Sos said: “We create official artist content, so when an artist releases a video on our platform, Vevo is almost like a stamp of quality. We have 450,000 music videos in our catalog with fresh content coming through the pipe weekly. We’re like the Prime Time of YouTube. Always on, never postponed and never cancelled, which is really interesting in the current climate when everything is on hold.”
Vevo isn’t new, but it’s not old, either, having just celebrated its 10th birthday. Sos calls it “a mature business with a start-up mentality”.
A NATURAL B&T 30 UNDER 30 FIT
On why Vevo decided to come on board as B&T‘s 30 Under 30 principal sponsor, Sos called it a “natural fit”.
“We have a a pretty rich history of nurturing and supporting up and coming artists, through our original series, DSCVR and LIFT.
“The alumni from those programmes are the likes of Billie Eilish, Halsey and so on, so it made sense in a similar way to be supporting and recognising the brightest young talent working across the industry,” said Sos.
Sos also said while COVID-19 has undoubtedly been tough on everything, he concedes it’s “probably the toughest on the younger end of the spectrum”, in terms of those working within the industry.
He said: “They’re the ones in the formative years of their careers and really thrive on the social aspects of what the industry is all about. So from a Vevo perspective, we wanted to ensure that we were doing our bit to support an event that gave them an opportunity to socialise, albeit digitally.
THE NEW BVOD CHALLENGER?
Vevo, is starting to emerge as a potential BVOD challenger, according to Sos.
“I think this is really exciting for marketers. In the connected TV space when we talk BVOD, we’re already seeing four million living room viewers and 50 million monthly impressions. So it’s certainly significant.”
He said: “We offer 100% brand safety. We have premium content and we’re delivering against the decline of linear TV. Not surprisingly we over-index against homes with significant SVOD penetration.
“We are this significant player in digital video, but we’re also going to be a very good complement if not a formidable sort of competitor to BVOD services.
“The difference is if you look at Vevo content versus someone watching something on BVOD, and I know Voz is looking to solve for a lot of this, but from our perspective, we don’t have any ad load or frequency issues, so you’re not seeing the same creative back-to-back or building long frequency tails.”
Sos is also confident Vevo content is going to be the first back over the wall when COVID-19 restrictions begin to ease and production of shows can resume.
He said: “Sport will come back and be there, but as far as scripted drama or theatrical release, or you know, reality TV, it’s going to take a while to get productions ramped back up and get content into the can, whereas we have been finding creative ways to work with artists’ to produce content throughout, you can shoot a very high-end music video in several days.
Thanks again to Vevo for coming on as principal sponsor for B&T 30 Under 30 2020!
