Music Week can exclusively reveal that streaming service Vevo is now funding music videos, starting with emerging British talent Jorja Smith’s new single Beautiful Little Fools.
The move into funding videos is Vevo’s most significant content play yet, as the company bids to supporting emerging, unsigned artists.
Vevo has worked with Smith since January 2016, premiering her second release A Prince and the self-shot follow-up Where Did I Go. She is also a Vevo Dscvr Ones To Watch for 2017 artist.
The video for Beautiful Little Fools was shot at the Rivoli Ballroom, Brockley and was directed by Hector Dockrill, whose previous work includes videos for Donaeo and Ray BLK.
“It was clear from the outset of meeting Jorja that she has an amazing talent,” said James Moodie, senior manager, music and talent, Vevo. “It’s been a privilege to be part of her journey since, lending a hand to support her vision. It’s a great way to culminate everything we’ve achieved to date, including Dscvr Ones To Watch and Dscvr live in New York by supporting her not only with production, but also on a creative level to shoot the Beautiful Little Fools video.”
You can read our exclusive interview with Tom Connaughton, SVP creative content and programming at Vevo, in the new issue of Music Week (out today), in which he discusses the company's decision to move into video funding.