The online music video platform is partnering with NUVOtv, an English-language Latino cable network, to develop a pop-culture series called The Collective, Powered by Vevo (screengrab). The weekly, one-hour show will feature DJs and celebrities who share their favourite music picks, trends and videos with viewers. The show will be co-executive produced by Vevo and Lopez’s Nuyorican Productions.
NUVOtv, where Lopez serves as CCO, approached Vevo about the music-focused series, and execs believed the project — their first foray into weekly TV production — would align well with their audiences, says Doug McVehil, Vevo’s SVP of content and programming.
“We have been growing our living room experience through recent channel launches on Apple TV, Xbox, Roku and Samsung Smart TVs. Now, it’s time to take Vevo to more traditional broadcast channels like NUVOtv,” he tells StreamDaily, in an email.
With the series, Vevo is also placing more emphasis on targeting Hispanic audiences with its development slate, which McVehil says is a priority for the digital network.
“We are already among the top three Hispanic video platforms according to comScore, and we’re very focused on growing our offerings in this area,” McVehil (pictured) says. “We’ve done a good job so far with creating original Spanish language programming — like our Detectado and Lo Mejor Del Mes series — and frequent Spanish language interviews with artists like Shakira. We’ve also offered live concert events from Belinda and Café Tacvba.”
Following the NUVOtv premiere on March 6, each weekly episode of The Collective, Powered by Vevo will air across the apps McVehil references, as well as on Vevo.com. On the site, Vevo TV offers scheduled, curated programming (Throwbacks at 1 p.m. streams an hour of, for example, classic rap and R&B hits) much like a linear, traditional broadcast network. Vevo original programming introduced last year includes Lyrics Lines, starring “romantically challenged” pick-up artist and YouTuber Tommy Wooldridge, and The Comment Show where vlogger David So pokes fun at comments posted on music videos.
Asked about the benefits of creating cross-platform original programming and, more specifically, how it benefits sponsors, McVehil says brands are less interested in a specific medium and more concerned with reaching a large, engaged audience via a broad distribution strategy.