By Sahil Patel
VEVO is mostly known for being the place to watch music videos online from your favorite artists. But the company is also actively producing original content to give you a reason to stay on its platform.
For example, VEVO launched its “VEVO Lift” program in January 2011 to highlight new and emerging artists by providing an in-depth look into their careers. Through exclusive interviews, behind-the-scenes footage, music video premieres, and live performances, the company has spotlighted artists like Austin Mahone, Kendrick Lamar, Jessie J, Oh Land, Tinie Tempah, One Direction, and in the UK, Labrinth and Rita Ora.
Now VEVO is adding to “Lift” by producing VEVO Lift Live, a live concert event that will be held in Chicago on August 1. Sponsored by McDonald’s, the concert will feature performances from The Neighbourhood, Krewella, and HAIM.
VEVO will then then stream the concert across all of its platforms at a later date in August (as of right now, the company doesn’t have a specific date picked out).
The company hopes to produce more concert showcases for emerging artists under the VEVO Lift Live umbrella — “ideally a few times each year,” according to a VEVO spokesperson.
This is the first VEVO Lift Live, but the company also produces concert events under the “VEVO Presents” banner, and has partnerships in place with the likes of CBS (for “Live on Letterman”) and American Express and YouTube (for “AmEx Unstaged”).