Vevo UK’s senior manager of talent and music, James Moodie, has told Music Week the video platform is determined to showcase the best in emerging British music via its Lift programme.
Vevo’s latest Lift act is million-selling Essex DJ Jonas Blue, who follows in the footsteps of artists including Sam Smith, Years & Years and, most recently, Rag’N’Bone Man. Lift offers exclusive footage of performances and behind the scenes content designed to bring fans closer to the artist.
Moodie believes it’s a vital platform. “Music TV opportunities are so limited for new acts nowadays, it makes me sad because there’s so much good new music out there,” he said. “But that’s where we come in. We’re really invested in exciting new talent, and we offer something visual that is high quality and completely about the artist and what they want to convey. It’s totally bespoke to them.”
He added that Blue stands to benefit from increased closeness to his fans. “I don’t think a lot of people know who Jonas is as an artist. The music’s out there, but we want to show his background, who he is and where his music came from.”
Moodie highlighted the importance of representing a breadth of talent through Vevo Lift. “We try and have a range of artists, the whole point is to pick artists that are on the cusp of something huge or great, it’s all about timing,” he said. “We don’t solely work with indie bands or pop stars, we want to show love to everyone and the timing is right for Jonas, that’s why we picked him.”
He also provided some insight into the selection process behind Vevo Lift. It begins with the company sending a “pitching document” to industry contacts. “We get 20-30 pitches per cycle,” Moodie explained. “Then from there the talent team present it to the rest of our wider creative team and there’s a democratic vote.”
Other Vevo-supported new acts including Stefflon Don and Raye will play the company’s stage at Brighton’s The Great Escape Festival next month.