VEVO – MUSIC EVOLVED

Senior Director of Brand Marketing & Consumer Engagement 

As part of the core leadership team developed overall consumer marketing and brand strategy to launch the digital platform that revolutionized the Music Industry.  The approach shouldn’t imitate culture but shift culture by curating new products into the hip, new voice for pop trends.

In 2010 Music like any other technology was ever-evolving. As MTV stopped playing music videos,  YouTube had an undeniable impact on the music industry. In partnership with the labels, Google launched a parallel platform that allowed the labels to control and sell ads against the videos creating Vevo.

Vevo is the world’s largest all-premium music video provider, offering artists a global platform with an enormous scale through its distribution partners.

APPROACH:

  • Connect artists with their audience globally by creating and developing Original Content, and Live Experiences working directly with established artists to find unique ways to bring their music to life while providing emerging artists with a platform of global scale and reach, to find and grow their audience.
  • Create a ubiquitous digital platform for Live, On-Demand and Original Content working with distribution platforms allowing brands to effectively connect with fans globally
  • Create an uninterrupted quality digital and live experience for fans connecting them directly with the artists they love

 

Created and developed partnership and business strategies to increase revenue for the brand, while managing and growing existing relationships with partners to maximize values on all sides.  Designed and implemented the brands’ Global Live experience strategy, with a concentration on brand and consumer interactions.

  • Leveraged existing relationships with Brands to extend ongoing consumer engagement: Nike, McDonald’s, Coca-Cola, General Motors, Target, Absolut 
  • Core leadership team responsible for creating proprietary programs with distribution partners CBS Interactive and brand platforms LIFT and CERTIFIED
  • Created Brand IP Platform(s): Vevo Presents, Summer Sets, and Vevo Live
  • Leveraged influential relationships with artists, manager, and agents to secure the talent for Flagship properties

American Express:

To extend the brand’s visibility we partnered with Amex and their signature platform Amex UNSTAGED to help the brand connect to viewers globally to see music’s biggest stars paired with Hollywood’s most influential directors live and on-demand taking the platform from thousands to Millions via our distribution platform.

McDonald’s:

McDonald’s objectives were simple 1) Custom program  2) Connect with emerging artists and the fans that loved them 3) Scale.

In 2011 we created LIFT which creates exclusive performances and profiles in distinctive settings, moving up and coming artists to the next level and broadening their audience around the globe. The program resulted in 100’s of Millions of views breaking artists such as One Direction, Sam Smith, Khalid, Jorja Smith.

VEVO Presents:

Became the cornerstone program for our Live experiences platform reserved for career-defining moments for our biggest artists and are produced brands in mind. From Jay Z and Kanye West in Austin performing for the 1st time together for Watch The Throne to Pitbull at Carnival in Brazil. Those unforgettable moments are captured all for our platform and viewers across the globe.