US Media becomes Vevo’s ad sales partner in Latin America

US Media, an advertising company that connects brands to audiences in Latin America, has formed an advertising sales partnership with music video network Vevo.

Under the deal, US Media will serve as Vevo’s Latin American sales representative for its ad inventory in Mexico, Brazil, Argentina, Colombia, Chile, and Peru, according to a joint release on Monday (January 22). Additionally, US Media will extend its advertising sales representation for Vevo pan-regionally from its base in Miami.

US Media was established in 2003 by Bruno Almeida. It provides end-to-end advertising services ranging from the resale of advertising spaces to campaign optimization across multiple platforms.

It also offers international media buying worldwide and facilitates financial transactions between countries. In its portfolio, US Media boasts sales representation for advertising on TechTarget, Tinder, Sojern, WeTransfer, and Fandom.

Meanwhile, Vevo, known for its expansive library of over 800,000 music videos and distribution across 35 connected TV (CTV) platforms globally, already has partnerships with major players in Latin America such as YouTube, Google TV, Apple TV, Fire TV, Roku, and Samsung TV.  Globally, Vevo has partnerships with platforms including TikTok, Dutch music video platform XITE, and TV services providers VIZIO and Foxxum, among many others.

Vevo was founded in 2009 by Universal Music Group and Sony Music Entertainment.

The latest strategic alliance with US Media opens up new avenues for brands to connect with Latin American music enthusiasts through video content featuring artists like KAROL G, Shakira, J Balvin, Anitta, Feid, Dilsinho, and Los Ángeles Azules.

According to data from the RIAA, total retail revenues generated by Latin recorded music in the US rose 15% YoY to a record USD $627 million in the first half of 2023. Latin music had a market share of 7.5% of all recorded music revenue in the US in the first half of 2023, a new all-time high, from 6.9% in 2022.

“Joining forces with Vevo, a brand that accumulates more than 25 billion monthly views, significantly amplifies the possibilities for our clients in advertising. This alliance represents a strategic advancement that leverages Vevo’s immense reach and quality of content,” Bruno Almeida, CEO of US Media, said in a statement.

“This alliance represents a strategic advancement that leverages Vevo’s immense reach and quality of content.”

Bruno Almeida, US Media

Rob Christensen, EVP, Global Sales at Vevo, highlighted the potential of music videos as a powerful medium for advertisers, adding that Vevo “is home to this art form featuring the world’s largest stars, from Latin music icons to the newest trendsetters.” 

“With US Media, advertisers now have easy, direct access to buy Vevo’s sought-after content, including the most anticipated premieres, beloved throwbacks, original content, and live performances. We are excited to work with a new ad sales partner located in the region, with local expertise and relationships, that match our continued Latin growth,” Christensen said.

JP Evangelista, SVP, Content, Programming & Marketing at Vevo, highlighted the growth of Vevo’s presence in Latin America, saying, “Vevo’s monetization efforts in this region are reflective of the strength and breadth of our offering, with Latin music being one of the most watched genres on our network. From Brazilian funk to regional Mexican to reggaeton, fans can enjoy a variety of Latin artists on Vevo.”

“Vevo’s monetization efforts in [latin america] are reflective of the strength and breadth of our offering, with Latin music being one of the most watched genres on our network.”

JP Evangelista, VEVO

“Additionally, we are expanding Vevo’s CTV programming and distribution footprint throughout Latin America to deliver the music video experience on the largest screen in the home. CTV is an exciting, burgeoning space where we are growing and providing additional exposure for artists and advertisers alike,” Evangelista added.

Consumption of Latin music also continues to gain momentum among music streaming services like Spotify. The number of Latin music listeners on Spotify skyrocketed 986% from 2014 to 2023, Spotify revealed last month, noting that more than one in five of the Top 100 tracks on the platform were Latin.

Music Business Worldwide

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