Music Television The Way It Was Meant To Be
Long before the pandemic, Vevo hedged it’s bets on the proliferation of connected television. It was only inevitable that when the opportunity to personalise their viewing experience become available that consumers would prefer to pilot their own way through the music videos and artists they loved. With stay-at-home mandates, came a resurgence of the television—stadiums, stages and sets converged in the living room.
With over 40 million daily viewers in the US and 150 million globally, Vevo’s investment in connected television was paying off. The 2021 IAB NewFronts would be the place to galvanize media buyers around the platform, but the traditionally glitzy in-person event would now be experienced behind a screen.
Vevo tapped Early Spring to develop a fresh perspective on a brand narrative to launch at the IAB NewFronts and collateral its sales force would use to secure ad dollars.
Early Spring pulled back the curtain of Vevo’s staggering numbers, drawn to explore the science behind the emotional & cerebral connections triggered by music videos.
We sought to get to the heart of why music videos are the optimum medium for cultural influence.
01 THE ASK
Leverage Vevo’s growing viewership, content & capabilities to capture advertisers’ attention & a lion’s share of their dollars.
02 THE INSIGHT
When watching music videos, we are more likely to feel positive about and recall ads.
Music activates the part of the brain that is crucial to processing & registering emotion, the amygdala. When processing music the amygdala releases chemicals responsible for bonding, trust & intimacy. Further, when the brain copes to processes the compounded stimulation of music and simultaneous visuals, recall is improved.
03 THE SOLUTION
Early Spring joined forces with DLA productions to script, direct and shoot a digital NewFronts Presentation for Vevo.
Beyond that, we restructured Vevo’s internal sales deck integrating a narrative approach to bring the brand to life for media buyers.
04 THE RESULT
Madonna’s Vogue. Beyonce’s Formation. Kendrick’s Humble. Drake’s God’s Plan. Wet Ass Pussy.
Visually arresting, these manifestos shock & awe the mind, flooding it with emotion. They dare to rewrite the rules of how fame, power, freedom & beauty come to be & their very potential.
More than a creative mark of excellence, Vevo is the petri dish from which culture takes shape & evolves. It is a laboratory for cultural experimentation, where creators provoke the antiquated &, in turn, synthesize a new way of being, of doing, of interacting with one another.
By leveraging music videos’ ability to create lasting impact, Early Spring positioned Vevo as the gatekeepers of culture, inviting brands to its platform in an effort to permeate society on a molecular level.