- Film and TV
- Music
- News
- Copied to clipboard
- Film and TV
- Music
- News
Vevo is bringing music videos back into the living room.
I’ve been getting stuck into a few nostalgic trips lately, thanks to Vevo being available as a free service on my Samsung TV.
And if you’re wondering what Vevo is (no, not an online visa check), it’s a music video platform hosting official clips from artists around the world.
Okay, maybe everyone already knows that.
On Wednesday night, we joined Vevo at The Press in Sydney for its annual Upfront, where the company shared some interesting research into music fandom, nostalgia and the way people watch music videos.
There was also plenty of talk about how brands are looking to get involved in those communities, rather than just chucking an ad in front of someone and hoping for the best.
Vevo reaches 11.7 million Australian viewers, around 52 per cent of the country’s adult online population. That includes 6.27 million people watching through connected TVs each month.
Research conducted with Omnicom Media found that 83 per cent of surveyed superfans were comfortable with brands sponsoring their fandom.
It also found that advertising alongside music video content delivered a 10-point lift in consumers perceiving a brand as part of an artist’s fan community.
But the part I found particularly interesting was the conversation around nostalgia.
We’ve all got those music videos that take us straight back to a particular time. Maybe it was catching Rage on a Saturday morning, sneaking a look at Video Hits before school or watching the same clip over and over on YouTube.
Turns out, you don’t even need to have lived through a particular era to feel nostalgic for it.
Vevo’s Then is Now research found that 60 per cent of respondents identified with ‘borrowed nostalgia’ – feeling connected to cultural moments they didn’t experience firsthand. Among Gen Z, that figure climbed to 65 per cent.
It’s not hard to see why. Younger audiences are discovering older artists, sounds and music videos through social media and streaming platforms.
The music might be decades old, but that doesn’t mean its audience is. Just look at how much we’re all hankering after analogue gear from the sixties again.
Vevo also outlined a new nostalgia-based advertising option, which allows brands to place campaigns alongside music videos and cultural moments that continue to find an audience.
Vevo’s General Manager Sales APAC Tim O’Connor and Head of Sales ANZ Teresa Ly spoke about the changing relationship between music fans, artists and advertisers, and how the platform is looking to make those connections easier for brands.
The evening wrapped up with a live performance from Australian soul artist Don West, fresh from sold-out tours across Europe and North America.
I’ll admit, we went into the night already enjoying our fair share of old music videos on the TV. We left with a few more reasons to keep digging through the archives.
