Vevo launching own artist and brand matching business

Online music video platform Vevo is moving into the growing (and lucrative) business of artist and brand partnerships.

Its CRO Jonathan Carson revealed the news at the Digitas NewFront conference in New York. "Historically, there's been a lack of understanding of music fans," he explained. "Now, we're enabling brands to understand how their message fits authentically into music."

The new division, to be called Vevo BE (as in Branded Entertainment), will advise brands on how to create the most credible and coolest campaigns to a discerning audience.

For decades, the global music industry was one of the few major sectors that did little intense research on its consumers.

But that was then. Technology not only gave music fans unprecedented power but it has made them more sought-after by brands. As digital becomes the major way to find and consume music, more digital platforms are thundering into the space. This gives advertisers unmatched opportunities to reach consumers.

But for most of them, who divide their marketing dollars between traditional and digital media, danger lurks if they don’t have the right research behind their pitch.

For instance, there is the growing chasm between those who want to own their favourite pieces of music and those who merely want to access them when and how they want to.

Most millennials accept that brand partnerships are part of how they consume music. But this varies in how blatant that team-up is. Studies show that followers of EDM, pop and hip-hop aren’t fussed at corporate involvement, even if brands pay for their products to be name-checked in songs. But it seems a different story for rock and alt-rock fans. Hence, a badly aimed campaign can do unbelievable damage in credibility for a brand.

Corporations spend millions of dollars in getting the right advice and strategies. Obviously it’s best to go to those at the center of the action. Through surveys and software, they know their users through age, sex, religion, leisure pursuits, political leanings and spending power. They know to what extent which demographic is most open to being swayed by peers, and which are most influenced by celebrity endorsements.

Vevo is only the latest to enter this space. Others have long been in the game of matching advertisers and music fans. Facebook has its Anthology program, Tumblr has a Creatrs Network and Twitter its Niche.

But a greater attraction are those digital companies which not only can give advice on campaigns, but also create their own content and in which to incorporate the products. Vevo’s music videos get 11 billion views per month and it claims to be YouTube’s biggest partner. But the added attraction is that it has its own shows, concerts and championing of emerging acts through which the branding can take place.