IP&TV News’ Joanna Jones talks to Vevo Executive Vice President, International, Nic Jones (no relation).
Joanna Jones: For those who don’t know, tell us about the vision behind Vevo?
Nic Jones: Vevo was created to entertain viewers with the highest quality music video programming, any time and on any screen. By offering official music videos, the best in live concert events and a diverse range of music-centred original programming – and making it available everywhere the viewer is – we have been able to fulfil our vision of building large audiences that are hugely attractive to brand marketers. The numbers back it up – our programming is now drawing over nine billion views each month and we currently work with over 1,100 brands globally.
You launched Vevo TV in 2013. What is Vevo TV – and how successful has it been?
On-demand programming will always be popular but sometimes viewers just want to sit back and be entertained. That’s the premise behind Vevo TV. Since we launched the linear service two years ago, we’ve expanded its programming offerings and made it available around the world.
Viewers in all Vevo territories can watch Vevo TV on our app for Samsung Smart TV’s, our just-launched Xbox One app and most other connected TV platforms
We also have bespoke VTV channels in Germany and Mexico across most of our platforms. These channels are heavy on local music video programming along with an international flavour.
Our American viewers can enjoy genre-specific channels: Hits is our pop/top 40 channel, Nashville is for country favourites and Flow features all things hip-hop.
Later this year, we’ll expand Vevo TV even more broadly with over a dozen new genre channels covering everything from Rock/Metal to Kids along with personalised programming.
Looking back over 2014, what do you think the most significant developments were in the realm of video?
Recording artists have always loved the music video medium as a way to connect with fans and present a visual expression of their music, but we saw them embrace video in a brand new way last year. Artists like Beyoncé and Taylor Swift released new music via video – instead of the video following the audio as it has done in the past, showing that video is no longer just promotion for other formats and concerts but a valid piece of creative content in its own right. I think this really underscores the importance of video to an artist.
How do you expect the use of video in music is going to change over the next couple of years?
I think we’ll see more artists use video as their first point in unveiling new music, as I’ve just said. I also think we’ll see more interactivity and creative production. Videos will be produced to allow viewers to have more choice in the storyline and brands to have more opportunity for innovation and personalisation.
Finally, it’s just been announced you’ll be appearing at TV Connect 2015, can you tell us something about this involvement and why you’ve chosen this event?
Video views on connected TV platforms like Apple TV, Samsung Smart TVs, Roku and Xbox continue to explode. As TV is and continues to be Vevo’s biggest growth area – we’re now delivering over 300 million connected TV views per month – it was important we get in front of the industry to tell our story and also meet with other pioneers in the space. TV Connect is a don’t miss event.