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Vevo establishes new product Afro Pulse to support Black music

Vevo hs launched Afro Pulse, a premium advertising opportunity of specially curated music videos by Black artists from all genres and career stages. Vevo founded by Universal Music Group and Sony Music Entertainment in 2009, best known for providing music videos to YouTube.

While advertisers can buy this specific content set in time for this Black Music Month, Afro Pulse is an ever-green product for Vevo, now added to its regular sales suite, with a specific focus to surround and elevate Black artists. Instead of only targeting household artist names or a specific genre, brands can advertise within music video programming that features Black artists of various musical styles and levels of popularity. This also allows brands to connect with consumers that are actively seeking out new and emerging talent.

“Brands and agencies are actively looking to bolster diverse voices and content today more than ever, evident in the most recent pledges by Dentsu, IPG and GroupM, among others. They hear the demands by Black Americans for more culturally relevant programming that features Black leads and reflects their own lives and experiences,” said Jesse Judelman, senior vice president of sales, Americas, Vevo.

Afro Pulse combines Vevo’s tastemaking with its ad offerings. Programming is hand-picked and updated monthly by Vevo’s editorial team and this includes music videos by the biggest artists of today as well as up and coming acts. 

Vevo’s Ad Operations Team Lead, and creator of Afro Pulse, Arthur Dansby, added, “June is Black Music Month, but the appreciation we have for Black music is part of our everyday programming at Vevo. From Jazz to Rock to Rap to Hip Hop, Black voices and songs have shaped culture throughout the world and over the centuries, and continue to pave the way in music today. As the custodians of music videos, it is our commitment and duty to foster the discovery and commercial support of Black artists from all genres, both emerging and established in their careers.”

In addition to the Black Music Month editorial program, advertisers can pair their Afro Pulse buys with Vevo’s BET Awards Tentpole program, TV channel ownerships (such as Vevo Hip Hop & Vevo R&B), artist takeovers and more.