Vevo Originals
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Vevo Originals is the original content arm of Vevo, producing unique live performances, short films, narrative stories, and promotional opportunities for artists.

Operating as a somewhat self-contained creative unit within a larger corporate structure, the team is inherently more playful and attention-seeking, while remaining mindful of the parent brand’s identity.The slate of Vevo Originals spans a wide range of artists and formats.

At the entry level are editorial offerings - annotated music videos or direct-to-camera pieces in which artists answer prompts. In the middle are the core in-studio franchises, filmed on permanent sets in New York and Los Angeles, covering a broad mix of artists, styles, and genres. At the top are the “halo” products - Extended Play and Official Live Performance - where the team travels on location to create fully customized experiences aligned with an artist’s project.

Each franchise operates under its own sub-brand, following a sliding scale of complexity and influence from the parent Vevo brand. As the scale of the project increases, parent brand influence decreases, allowing the work to be more artist-focused and less brand-driven. Essentially the sandbox walls get wider and wider as we go up the tiers of content. Halo projects become fully tailored worlds built around the artist’s current vision, while the in-studio franchises allow minimal customization - primarily lighting, blocking, and asset color - keeping them closely tied to the Vevo identity while having the side effect of being easy to produce in pre-pro, production and post. This approach ensures recognizable, repeatable formats that look beautiful while keeping time and budget under control.

As each piece ends the end card serves as the final flourish: positioned at a respectful distance, it wraps the preceding content with subtle ownership without distracting from the viewing experience. The end card’s color is picked to match the content, adding an extra layer of connection.

Knowing the Originals output runs through a small post-production team where bottlenecks can arise, I developed a suite of templates and a production pipeline that clearly defines responsibilities. This system relies on simple shared assets, with only certain features unlocked and editable, enabling minimal time outlay, clean handovers, and reduced risk of error.

All of this adds up to a team that consistently punches well above its weight - delivering an impressive volume and quality of work relative to its size.