Music video network Vevo has launched Afro Pulse, a premium advertising opportunity of specially-curated music videos by Black artists from all genres and career stages.
While advertisers can buy this specific content set in time for this Black Music Month, Afro Pulse is an ever-green product for Vevo, now added to its regular sales suite, with a specific focus to surround and elevate Black artists. Instead of only targeting household artist names or a specific genre, brands can advertise within music video programming that features Black artists of various musical styles and levels of popularity. This also allows brands to connect with consumers that are actively seeking out new and emerging talent.
“Brands and agencies are actively looking to bolster diverse voices and content today more than ever, evident in the most recent pledges by Dentsu, IPG and GroupM, among others, noted Jesse Judelman, senior vice president of sales, Americas, Vevo. “They hear the demands by Black Americans for more culturally relevant programming that features Black leads and reflects their own lives and experiences. Given the importance of supporting Black culture, coupled with Vevo’s own rapidly expanding distribution network, we felt now was the perfect time to launch Afro Pulse, a product which was a couple of years in the making. Afro Pulse is also particularly unique to Vevo as it is an impactful synergy of the content and ad sides of our business, making it an offering that only we can provide through our extensive catalogue.”
Afro Pulse marries Vevo’s tastemaking with its ad offerings. Programming is hand-picked and updated monthly by Vevo’s editorial team, who it says have their finger on the pulse on the latest music videos. This includes music videos by the biggest artists of today to the voices that are set to become the artists of tomorrow.
“June is Black Music Month, but the appreciation we have for Black music is part of our everyday programming at Vevo,” advised Arthur Dansby Vevo’s Ad Operations Team Lead, and creator of Afro Pulse. “From Jazz to Rock to Rap to Hip Hop, Black voices and songs have shaped culture throughout the world and over the centuries, and continue to pave the way in music today. As the custodians of music videos, it is our commitment and duty to foster the discovery and commercial support of Black artists from all genres, both emerging and established in their careers.”
In addition to the Black Music Month editorial programme, advertisers can pair their Afro Pulse buys with Vevo’s BET Awards Tentpole programme, TV channel ownerships (such as Vevo Hip Hop & Vevo R&B), artist takeovers and more.