Huggers’ Vevo unveils new content line-up

Music-based online channel Vevo has unveiled a new programming line-up, which features several original series.

Industry veteran Erik Huggers was announced as Vevo CEO yesterday, and at its Newfronts presentation in New York it unveiled new original shows including shortform offering :60 With…, which features an artist answering as many personality revealing questions as they can in 60 seconds.

The first episode will feature hip hop star Kendrick Lamar. The second will be with actor and singer David Hasselhoff.

Another new show, Rhyme and Reason, will feature a hip-hop artist rapping, and then revealing the inspiration and history behind the lyrics.

Vevo also said it will be working with ratings agency Nielsen as it starts to measure digital content ratings.

Ahead of that system being introduced, Vevo told the assembled advertising clients that it had commissioned Nielsen to conduct a study of viewing of its content that allows it to directly compare reach and numbers to linear TV.

The study found, Vevo said, that viewing numbers for Taylor Swift’s new single and catalogue of videos were higher than those for any TV programme, bar one, among 18-to-34s in the week starting February 13.