The official announcement was made Thursday (May 16) morning with the launch of an exclusive video of their English-language track “Pretend” filmed in Miami. This is the first of three pieces of content that Vevo plans to release as part of CNCO’s LIFT campaign.
“We are thrilled to welcome CNCO to the LIFT program as our first artist of 2019 and our first-ever Latin genre LIFT artist in the U.S.,” said JP Evangelista, senior vice president of Content & Programming and Marketing at Vevo in a statement. “CNCO has already proved they are a force to be reckoned with, and I look forward to seeing their progression not only in the Latin market but as global superstars.”
Vevo’s LIFT series, which launched in 2011, is an artist development program that identifies and elevates emerging musicians, by creating a series of original content videos. Vevo LIFT alumni include artists such as Sam Smith, Halsey, Khalid, and Julia Michaels.
Billboard reached out to Senior VP of Content Programming and Marketing, JP Evangelista, to learn more about the initiative.
Out of so many Latin artists, what made you pick CNCO as the first Lift artist of 2019?
The Latin genre on Vevo has seen explosive growth on Vevo in the past several years – becoming one of our top genres globally. We’ve been following CNCO’s journey since 2016 when they had just gotten their start. We’ve worked with them on various video premiere rollouts and original content in the past several years. With the music they’re making now along with the consumption growth we’ve seen recently, our team believes they have what it takes to be one of 2019’s biggest mainstream crossovers. We believe we are uniquely positioned to help them tell that story through audiovisual original content and further elevate them.
In a nutshell, what is VEVO’s Lift series about?
At its core, Vevo LIFT is about connecting momentum gaining emerging artists to wide audiences at scale through massive video promotion and original content. The program has a long successful history dating back to 2011. We work with multiple artists globally throughout the year as part of this franchise. Through careful curation by our team, we create custom live performances and mini-docs that shine a light on some of the world’s most exciting artists and prove their talent. The LIFT campaign runs over a series of weeks and garners huge editorial and social support from our platform enhancing an artist’s existing marketing campaign.
How can fans access the series and get the full experience?
All of CNCO’s videos can be found on their Vevo channel on YouTube. We hope you enjoy watching them as much as we enjoyed making them. You can follow the @vevo Instagram handle to get all information around LIFT content that’s released.
What can fans expect in the CNCO / Lift series?
As part of their LIFT campaign, CNCO filmed two live performance videos (including “Pretend”) and an insightful short film about the group. We wanted to paint a vivid picture of CNCO as they transition into adulthood, highlighting the individual interests and perspectives of each member, so fans can get to know each of them a bit better.
Check out CNCO’s exclusive video below.