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Vevo launched new tools that allow brands to support Black artists.

Nov 23 2021

Vevo launched new tools that allow brands to support Black artists. According to the music platform, brands have “often struggled to come up with a solution that moves beyond performative pledges to long-term allyship,” so they are launching a suite of tools to help companies meet their diversity pledges. The tools enable brands to both invest in Black musicians and give brands access to diverse audiences. Instead of only targeting established artists or a specific genre, brands will be able to advertise within music video programming that features Black artists of various musical styles and levels of popularity. Vevo-commissioned research found that four in 10 Gen Zs have been inspired to buy a product seen in a music video, while a OnePoll report revealed that 52% of Gen Z say music videos impacted culture through changing fashion trends, influencing thought or mental health awareness. Meanwhile, YPulse’s recent music research found that 29% of 13-39-year-old Black consumers have shared a link to a music video with friends and family. (The Drum)