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For Vevo, A 'NewFront' To Rival The 'Upfront'

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  1. CatfishRivers

    CatfishRivers Well-Known Member

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    For Vevo, a 'NewFront' to Rival the 'UpFronts' - NYTimes.com (click for full article)

    "The annual spring upfronts, when television peddles its wares to Madison Avenue, has a new wrinkle ahead of the 2012-13 season: media companies that specialize in online video and other digital delights are adding themselves to the lineup of presentations by broadcast and cable TV outlets.


    This week is the start of what is being called the Digital Content NewFronts, as new and new-ish faces like AOL, Digitas, Google (with sibling YouTube) and Yahoo schedule events amid those being held by regular upfront participants like E!, MTV, Oxygen, Scripps Networks Interactive and Syfy.


    On Wednesday morning, Vevo, which specializes in music videos, held its first NewFront presentation, in Midtown Manhattan, and it was as slick and professional as any television upfront event.


    There was a celebrity performer, the singer John Legend; a panel discussion featuring industry heavyweights from marquee names like MagnaGlobal and PepsiCo; a "sizzle reel" offering glimpses of coming new programs; well-produced packages of video clips leavened with statistics, which promoted the benefits of advertising with Vevo; and polished remarks by polished executives in suits and, in one instance, a leather jacket.


    (Hey, you know. Music. Leather jackets.)


    "This is our first-ever chance to speak to our friends, our clients, our partners," Rio Caraeff, president and chief executive at Vevo, said in his opening remarks. He and David Kohl, executive vice president for sales and customer operations, described how well Vevo works for marketers seeking to reach consumers ages 18 to 49, 18 to 34 and 12 to 34.


    Scott Reich, vice president for programming and original content, introduced the sizzle reel of original programming for 2012-13. The shows are being produced with brand-name television production companies like Shine America (previously known as Reveille) and Principato-Young Entertainment.


    The new series include the first reality competition show for Vevo, "Busk or Bust"; "Hear Me Out," a reality show with a dating theme; "Strange Island," being billed as a musical comedy scripted series; and "You Play Like a Girl," which will present young women around the country who are trying for careers as musicians. "
     
    Last edited: Apr 25, 2012

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