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In its presentation at the 2021 IAB Digital NewFronts, Vevo made its case for the enduring power of highly-produced music videos in its pitch to brands and agencies.
With the tagline “Music television like it was meant to be,” Vevo is trying to hearken back to the pre-reality TV days of MTV, and let advertisers know that music videos are brand-safe and reentering living room TVs.
The presentation comes at a time when artists are rewarded for maintaining close ties to their audiences through social media platforms like Twitter and TikTok, which prize authenticity over the more traditional trappings of celebrity.
Music videos are commercial products
In an interview last week, Kevin McGurn, Vevo’s president of sales and distribution, told Adweek that social media is more of a promotional opportunity for artists, while music videos remain highly commercial products.