Tuesday, October 14, 2014

Vevo Launches Original Music Shows

Vevo logo
It's all the rage for cable networks to invest in their own show productions these days, and now that idea is now being adopted by online networks as well.

You're probably at least peripherally aware of Vevo, the massive online music network that's owned by Universal Music Group, Sony Music, Google, and Abu Dhabi Media. The channel is where the major music labels place their artist's official music videos, and that's how most people are aware of it, since if you watch a video, you've noticed the name.

Vevo has been trying hard to do original programming though, and since about 2009 has produced over 2,000 episodes of various shows that cover music performances, interviews and news. The shows are mostly only a few minutes in length, but they've amassed over a billion views, according to Vevo. And all of those eyeballs really add up, since between the preroll ads and branded content, original programming is responsible for around a third of the network's revenue.

All that said, there hasn't been a Vevo original show that can be considered a hit. That's why the company is trying especially hard to give 3 new shows a much higher profile than before. A.K.A is the channel's first foray into animation, where musicians like Iggy Azalea tell the stories of how they received their stage names. Day Off With shows fans what artists do in their spare time, and Vevo DSCVR (pronounced "discover") introduces new acts with interviews and performances.

All of the episodes of the new shows are between 2 and 4 minutes to stay in the "snackable" range of what the normal viewer prefers. That said, Vevo has tried other show lengths as well, starting with an hour long variety show launched in March called The Collective aimed at the Latino audience.

This is a great time to be a content creator of any type, as there's finally the money and vision to try things that would have been called crazy only a few years ago. The problem is that we're all inundated with so much information that you have to wonder how any new show can break out. That said, Vevo has some deep pockets and a lot of viewers, all they need are the shows that viewers want to watch.

Here's an example of the previously mentioned A.K.A episode with Iggy Azalea.


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