Vevo has announced the launch of ROUNDS to service Europe's growing urban scene.
ROUNDS will highlight emerging and established cutting-edge musicians in hip-hop, rap and R&B. Artists will be captured in performance, with Vevo cameras using a 360-degree portraiture effect. Headie One, Aitch, Lefa and A2 are all scheduled to part of the series in the coming months.
The franchise is the sister series to Vevo’s Ctrl, which recently launched in the US with A$AP Ferg and Rick Ross.
JP Evangelista, Vevo’s SVP of content, programming and marketing, said: “We’re excited to launch ROUNDS. Using unique visual treatments, the series offers artists a great opportunity to showcase their music. The urban scene in the UK and Europe is exciting right now, and we’re delighted Vevo can add to this by creating more valuable content for its growing audience. ROUNDS will serve the same purpose as all our original content, to help bring artists’ music to life visually.”
ROUNDS is the latest addition to Vevo’s original content, which also includes its DSCVR and LIFT series.