Vevo is moving into ‘long-form programming’ – and looking for stars

No-one knows exactly what to expect from Vevo’s upcoming subscription tier – but now we have a better idea.

A new Vevo job ad spotted by MBW for a Head of Creative Commissioning & Acquisitions in New York gives us some clues about how the music video company is set to move far beyond standard promo media.

The role will see the successful candidate green-light, license or acquire programmes that fit with Vevo’s future direction.

In particular: “Diversifying Vevo’s content offer beyond the official music video into long form programming.”

Interesting.

The rest of the job ad suggests that Vevo is keen on the idea of becoming a music-specific version of Netflix or Amazon Prime Video.

The person hired for the role will be expected to “help identify, develop and creatively manage ideas from both external and in-house departments”, as well as “identify[ing] series in development and in production and access appealing content to license required rights”.

A “wealth of contacts across film and production companies as well as direct relationships with music video directors” is preferred in candidates.

So what kind of programmes can we expect to see?

We get one big hint.

“Build content pipeline around specific genres and verticals, including non-traditional sources such as ‘Internet’ based talent.”

That last bit is reminiscent of YouTube’s own superstar strategy, of course – investing in its most popular online personalities, and giving some of them premium shows behind its YouTube Red paywall.

Are you ready for the PewDiePie of pop? The Markiplier of metalcore? The Lily Singh of lo-fi?

This appears to be at least part of Vevo’s vision. And what it believes/hopes people out there will pay a premium for.

Vevo’s current programming team is headed up by Brit Tom Connaughton, who was recently promoted to run a team in New York.

Universal Music Group upped its stake in Vevo last year to 49%. Other shareholders in the platform include Google and Sony Music Entertainment.

Vevo boasts over 17 billion monthly views globally and a library of 150,000 HD music videos, exclusive original programming and live concert performances.Music Business Worldwide

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