VEVO
|
SHORT FORM PRODUCTION
|
VEVO | SHORT FORM PRODUCTION |
At Vevo, I led the creation and production of a wide range of speech-based short form content formats designed to extend the artist narrative beyond performance and deepen fan engagement through voice, insight, and personality.
This body of work included original series such as Watch This, Three Thoughts, Artist on Artist, and many others, each format built to deliver bite-sized, platform-optimized storytelling that felt authentic, culturally current, and socially shareable. Whether it was artists reacting to their own videos (Watch This), breaking down their creative inspirations (Three Thoughts), or engaging in peer-to-peer dialogue (Artist on Artist), these formats created meaningful entry points into the artist's world.
I was responsible for the strategic development, creative direction, and production oversight of these series, from concept and tone to set design, interview structure, and post-production execution. I also led the development of companion social assets to ensure each piece was optimized for discovery and amplification across Vevo’s YouTube and CTV footprint, as well as external platforms.
These formats became a key part of Vevo’s original content engine, enhancing artist visibility, increasing content velocity, and supporting release campaigns in a way that complemented live performance and music video offerings. Most importantly, they gave fans a chance to hear directly from the artists they love, in their own words, on their own terms.
-
Developed formats like Watch This, Three Thoughts, and Artist on Artist, which gave fans direct access to artists’ thoughts, personalities, and creative processes.
These videos consistently delivered high completion rates (often 20–30% above platform averages) and strong engagement in YouTube’s “Up Next” and Shorts algorithms.
By embedding these formats in release windows, you increased touchpoints per campaign and helped reduce artist reliance on third-party promotional content.
-
Created content playbooks that allowed multiple series to be captured in a single shoot, increasing output and reducing cost-per-asset.
Leveraged a standardized creative framework that enabled production across multiple international hubs, extending global reach while maintaining quality and brand alignment.
Supported over 150+ short form episodes annually, with tailored edits for YouTube, CTV, Instagram, and TikTok to maximize ROI per shoot.
-
Formats like Artist on Artist generated meaningful earned media and press pickup by pairing artists in rare, unscripted conversations, contributing to a measurable lift in brand sentiment and press impressions.
Short-form content became a bridge between music video drops and major campaigns, used to maintain momentum and narrative depth during promotional windows.
These formats also proved valuable in B2B contexts, giving label partners and managers high-quality, brand-safe content to extend their own storytelling.
