The list has become a good predictor of success. Julie Triolo, SVP Research & Marketing, Vevo, explained that, “Year after year this program showcases a diverse range of musicians from various musical genres, backgrounds and regions. Some of the notable artists who made this list in the past are the likes of Sam Smith (2014), Billie Eilish (2018) and Ice Spice (2023) to name a few.”
While the list always highlights the most talented and promising musicians for each year, there can be differences year to year based on current trends and an ever evolving consumer landscape. What sets the 2024 list apart from previous years is, “an increased focus on international artists. While the 2023 class featured artists from the United States, the United Kingdom, and Puerto Rico, the 2024 class expands to include artists from Australia, Canada, and Germany. This global representation reflects the growing diversity and interconnectedness of the music industry,” she explained.
Another key difference this year is the emphasis on alternative and indie music genres. “The 90s have had a resurgence in our society from fashion trends to our lexicon and the revival of grunge attributes in music,” she noted. There is also a broader range of musical styles within each genre which showcases the richness and depth of talent within each genre.
There are some artists whose careers surged since their inclusion in the 2024 list. “Chappell Roan has been critically acclaimed for her raw, grunge inspired sound that’s part of that indie alternative revival mentioned previously,” Triolo stated. “She’s been highlighted recently in major music publications and blogs as a result of being part of the DSCVR family.”
Another example of the impact of Vevo’s DSCVR Artists to Watch is Fridayy’s rise to fame, “which provided a platform for her unique sound to connect with a wider audience. She’s now been featured on popular Spotify playlists and has put her on the map with accolades among critics and fans alike.”
For the first time ever, Vevo is highlighting a DSCVR Artist of the Year with Renee Rapp selected as the inaugural honoree. Triolo noted that, “The impact of Renee Rapp’s nomination has increased her exposure level, content consumption and engagement metrics. While Renee’s super stardom began with the comedy series on HBO Max in Sex Lives with College Girls, her appointment as the very first DSCVR artist of the year elevates her profile as a musician on the precipice of becoming a global force in the music industry.”
DSCVR Artists to Watch, now in its tenth year, has become the expert voice in the industry and one of the most highly anticipated reveals that shape the future of music. “Fifty eight percent of consumers take pride in finding music before it gets too popular and 78% say they discover new music through online music videos,” Triolo explained and this excitement helps brands stand out and resonate with viewers. “Our audience has shown positive responses towards brands that associate themselves with new artists,” she stated and added, “Forty nine percent of consumers feel that brands who surround musicians and music content get credit for being on top of the latest trends in pop culture. They are also more likely to view brands favorably, associating them with innovation, creativity, and support for emerging talent.”
Music also helps to spur purchase intent, “Forty seven percent are more favorable towards brands that feel connected to musicians and the music industry and are more likely to consider purchasing from brands that support musicians and the music industry,” she shared.
Audience loyalty leads to brand loyalty according to Triolo. “Overall the Vevo audience expresses a strong preference for brands that support new artists as 44% of consumers are more likely to consider purchasing brands that advertise around their favorite music videos, while 42% are more likely to buy from brands that advertise around music video content that is diverse and representative of the world around them,” proving that consumers appreciate brands that support the discovery of new music, connect with authentic music, and contribute to the success of emerging artists.
“At Vevo, we amplify artists’ voices and are the common thread that connects them with audiences at scale. Diverse audiences seek content that represents their culture and experiences. Buying Vevo is a direct support of diverse media and the artists and audiences we serve,” she concluded.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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