December - JanuaryMedia & Entertainment8IN MY OPINIONI n these modern digital times, the media and entertainment industry is rapidly evolving. New platforms emerge and consumption habits change, but pop culture icons remain and are a comforting constant in this continual state of digital transformation.Just as culture is being consumed more rapidly across TikTok, YouTube, connected televisions and more, videos from pop culture's beloved musical artists prevail in today’s multi-platform attention economy.Brands understand the rapid pace of these shifts, and savvy marketers are building awareness and enhancing relevance by aligning with media brands that are embedded in the cultural zeitgeist.Enter Vevo, the world’s leading music video network. From cultural icons to emerging tastemakers, our network is home to more than half a million music videos from artists of every part of the musical spectrum. We are talking about icons that span generations and cultures – from decades, like the 70s, 80s and 90s, to genres, such as Pop, Country, R&B, Hip-Hop, Reggaeton & everything in between.CTV Gives Music Culture an Added PopEveryone in the media industry understands that culture is being consumed more rapidly within the connected TV (CTV) environment. And when it comes to music videos, fans especially love streaming content from their favorite artists on the big screen.While the migration of a media library to the TV may seem daunting, once digital-first media companies are well suited for the linear TV-style format. Beginning on YouTube, Vevo’s channels have always been programmed in a 24/7 fashion, and within the past few years, we have launched more than 70 linear TV channels worldwide.From established names such as The Weeknd and Doja Cat, to burgeoning superstars such as Lil Nas X and Olivia Rodrigo, we have seen artists push the boundaries of creativity and storytelling, and subsequently witnessed that content thrives in the living room.JP Evangelista, SVP, Content, Programming & Marketing, VevoByDELIVERING ENTERTAINMENT THAT RESONATES ACROSS AUDIENCE IDENTITIES& SCREENSJP Evangelista
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