Over the last few months, Vevo has been developing a new music video experience based on social watching with Watch Party. The original version of Watch Party gave users the ability to communicate with each other while watching their favorite videos. The initial version did not see much success, so Vevo decided to add artists into the mix by having them host their own Watch Party Live sessions where they would put together a playlist and engage with fans through a picture in picture screen. Once again, Watch Party Live didn’t generate a lot of buzz. Now, Vevo has unveiled its brand new plan to attract more users to its platform: Vevo Live.

On Friday, August 25th, Vevo premiered Vevo Live in front of a studio audience with pop group, Fifth Harmony. Vevo Live’s format is very familiar for some fans, it’s reminiscent of the popular MTV series Total Request Live ( better known as TRL, and confirmed to make a comeback!) but with one major modification: a focus on fan engagement. Fans are able to interact with the artist, and each other, by asking questions or commenting on the video via a text chat located on the side of the screen. Vevo Live also gives artists a platform to present their music videos and give audiences an inside look. The live stream lasted about 50 minutes and was available to stream on Facebook, Twitter, YouTube, and all Vevo platforms. Astoundingly, a total of 3.24 million people, and a theater full of super fans, tuned in to watch Fifth Harmony’s interview along with the premiere of their new music video.

Due to the resounding success, Vevo plans to continue Vevo Live by starting out with newer, artists recently added to their platform. Eventually, they plan to do live episodes with legacy headlining artists in the hopes that this gives all artists the opportunity to interact with their fans in a different way. In the past, other artists have used live streaming to connect with their fans and promote new content, but they are typically a one-time event. Vevo Live on the other hand, has the promise of new content posted more regularly. With the convenience of online streaming, episodes can easily be watched later or shared

As Vevo Live continues to roll out, make sure you keep an eye out to see if your favorite artist will be next! If you test out this new feature, let us know what you think by reaching out to us on social media.