This includes general information, the artists/bands they work with, their typical target audience and pros and cons to working with the VEVO record label.

1. VEVO
Record Label Research

2. ABOUT VEVO
• Vevo is a video hosting service owned and operated by a joint venture of Universal
Music Group (UMG), Google, Sony Music Entertainment (SME) and Abu Dhabi
Media.
• It was launched on December 8 2009.
• Although not completely worldwide, VEVO can be accessed by anyone in Australia,
Brazil, Canada, France, Germany, Italy, The Netherlands, New Zealand, Poland,
Spain and the United Kingdom through VEVO.com through their mobile web, Mobile
and Tablet Apps (iPhone, iPad, Android, Windows Phone, Windows 8, Kindle),
Connection Television (Apple TV, XBOX), and user embeddable video players.
• VEVO powers music videos on artist pages across Facebook, as well as syndicates to
dozens of online sites and applications, including AOL, BET, Yahoo! Music, Disney
Interactive and more.
• Through a special partnership with YouTube, VEVO is accessible in over 200
countries, expanding the platform’s reach around the globe. In June 2012, VEVO
launched its Certified awards, with honours artists with at least 100 million views on
VEVO

3. WHICH ARTISTS WORK WITH VEVO

4. WHICH ARTISTS WORK WITH VEVO
It is evident that VEVO works with
some of the most well-known,
successful household names. More
so, the majority of musicians that
VEVO work with are solo artists,
rather than groups or bands. Having
said that, the bands that they do
appear to work with i.e. The Vamps
and One Direction are extremely
successful and receive huge
popularity and publicity as a result
of the syndicate between VEVO
and YouTube.
In terms of the genre, VEVO tends to
work with pop, rock and R’n’B
which may perhaps be ideal for our
group who fall into the pop-rock
subgenre.

5. TARGET AUDIENCE
• I believe that the psychographic profiling of VEVO’s target audience would be mainstreamers. This is because
VEVO tends to work with some of the biggest and most popular names within the music industry, and it is for this
reason, that VEVO audiences like to listen to music that is very popular within society at the time – they like to
follow musical trends. VEVO music videos can also receive millions of views at a time particularly with their
partnership with YouTube.
• Perhaps a small handful of the audience will also be individualists, or simply people who are interested in finding
out in new upcoming artists, for example, Troye Sivan a YouTuber/singer.
• The audience will be a mixture of male and female – possibly predominantly female, given that VEVO signs a
large number of female artists which will therefore be representative of their target audience.
• They will also be relatively internet savvy – given that VEVO is accessible in over 200 countries via iPhones, Anroid,
Windows 8, Xbox, Kindle, etc. VEVO is therefore for people who are flexible with the technology they use and
those who are continuously wanting to find alternative and innovative ways of accessing music videos.
• It is for the above reason that VEVO audiences may be perhaps working, lower-middle and middle class, as they
will probably have some disposable money to buy such technologies to access their music.
• They will also have the tendency to socialise with friends; attend parties; attend gigs and concerts and perhaps
more mainstream festivals such as Glastonbury, the Apple festival, etc, rather than Reading or Citadel as VEVO
tend to promote more mainstream pop and R’n’B music rather than Indie.

6. PROS AND CONS
PROS
- VEVO is a highly successful label which can be
accessed by a large number of world’s populations,
especially in western nations such as the UK and the
US, as well as within South America and Europe.
Through developing technology, VEVO material can
be reached by even more people around the world,
continuously increasing their scope.
- They have also enabled more upcoming artists to
promote their music to gain more publicity,
particularly with their partnership with YouTube.
Given that my band is going to be a relatively new
group, it will be highly beneficial for them to be
signed with VEVO so as to gain the publicity that
they need.
- A lot of British musicians have been signed with
VEVO, gaining more publicity worldwide, which
would be highly ideal for my own band, given that
they are going to be orientated mainly for a British
audience, so these values are something that can
be reflected within my own music video.
CONS
- Although VEVO has been promoting more upcoming
artists, I believe that VEVO prioritises the more
mainstream music acts, especially favouring pop
musicians such as Katy Perry and Taylor Swift. This
would be a disadvantage for my group because we
aim to embrace their unique and individual values,
rather than focusing on a more mainstream values.
- As aforementioned, VEVO tends to work with mostly
solo artists, as opposed to bands and groups. This will
mean that VEVO may not necessarily be able to fulfil
the needs for a band, especially a new upcoming
band.
- The record label is also still relatively new, having just
started up in 2009, which means that they may not
be as experienced as other record labels,
particularly if they are going to nurture and reflect
the values of a more individual and upcoming band,
and increase their popularity.

7. RESEARCH BIBLIOGRAPHY
• http://www.vevo.com/c/en/GB/about/media
• http://webtrends.about.com/od/pr6/a/What-Is-Vevo-Youtube-Video.htm
• https://en.wikipedia.org/wiki/Vevo