Asos has snagged the first brand partnership with Vevo’s platform for emerging acts as the retailer channels its pared-back marketing spend through digital initiatives it knows will boost awareness among 20-somethings.
The fashion store will host performances, interviews and behind-the-scenes stylings of artists such Sinead Harnett and George The Poet on its own YouTube channel.
The acts have been handpicked by Vevo over the past 18 months and form the latest in its DSCVR series. Previous musicians to appear on the programming slot include George Ezra, Sam Smith and 5 Seconds of Summer, all of whom have gone on to achieve critical aclaim and fame in their respective careers.
Asos will be hoping for a similar outcome this time round as it looks to focus on brand awareness activities on a scaled back budget. The business slashed its marketing outlay by 16 per cent to £26.4m for the six months to February, while it pushed forward with efforts to reduce prices.
James Cornish, sales director at Vevo, said: "We are thrilled to be working with Asos as the first ever brand partner for Vevo DSCVR. Given the two brands' commitment to, and love of, pioneering new music and emerging talent this is a perfect collaboration. DSCVR has gone from strength to strength since it launched just over 18 months ago and the partnership with Asos will take it to a new level through amazing styling integration, creating more incredible content and delivering the perfect blend of fashion, style and music to our audiences”
The tie-up opens up another route for Vevo to monetise its content as music marketing looks set to hit new volumes this year. Advertising clients of Havas can now leverage consumer insights with Universal Music’s fan data to develop more targeted music tie-ups, while the arrival of YouTube’s long-anticipated music service last year all point to a more thoughtful union between the two industries moving forward.