Vevo Launches ‘API Amplified’ Advertising Product to Support Both API Artists and Audiences
- Apr 4, 2022
- 2 min read
Regularly curated and updated by Vevo’s expert editorial team, this always-on content set is the latest addition to Vevo’s ever-growing suite of multicultural ad offerings
beabadoobee - Care (Vevo DSCVR)
NEW YORK, NY (April 4, 2021) – Vevo, the world’s leading music video network, today launched API Amplified, an exclusive advertising opportunity to target a curated selection of music videos featuring Asian and Pacific Islander (API) artists of all genres and career stages.
API Amplified provides brands with a meaningful way to surround and bolster API voices within the wider music landscape. This content set is updated regularly by Vevo’s expert editorial team, offering a range API artists, from the top superstars to rising new talent, with incomparable cross-promotional support across Vevo’s network.
API Amplified provides advertisers with a premium environment to reach API audiences who are actively seeking out culturally relevant content. Findings from Vevo’s proprietary 2021 Media Tracker survey support this notion. 69% of API respondents, ages 18-54, say it is important for them to watch content that reflects their cultural heritage and/or personal identity – 21% more so than the total U.S. population, ages 18-54.
“Music is one of the most diverse and inclusive entertainment pillars, representing various identities, cultures and traditions. Vevo is proud to champion and honor this important art form in all that we do, including how we monetize our content. As our country becomes more diverse, we continue to expand our multicultural expertise and offerings to reflect today’s consumer and their music video viewing preferences and habits,” said Jesse Judelman, senior vice president, sales, americas, Vevo.
The API population in the U.S. represents a critical audience segment for advertisers, with the highest median household income by race in the country and billions of dollars of untapped purchasing power, as per Nielsen data. U.S. census data released last year also shows that the API population is now the nation’s fastest growing racial and ethnic group, almost tripling over the past three decades. Another 3.5 million people identify as mixed-race Asian, making up more than a quarter of all mixed-race Americans.
“Vevo’s team of multicultural specialists are educators and guides for advertisers, who represent and serve these historically underrepresented, yet incredibly influential, groups, such as the API community. To address this void, we’ve created API Amplify to provide advertisers with the opportunity to surround themselves with culturally relevant and representative content, especially at a time when most API consumers in the U.S. still do not feel adequately seen or heard. We are working with an increasing number of multicultural buyers to help them connect with these audiences more effectively and authentically,” explained Judelman.
While advertisers can buy API Amplified in time for Asian American & Pacific Islander (AAPI) Heritage Month this May, API Amplified can be leveraged all year long. Additional sponsorship opportunities, such as artist takeovers and program ownership, are also available.
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It's exciting to see Vevo launching the API Amplified advertising product, especially as it highlights the importance of culturally relevant content for API audiences. With 69% of API respondents valuing content that reflects their heritage, how do you envision brands effectively connecting with this audience through music videos? This approach seems crucial for advertisers, much like the detailed guides available at GWYF Guide for engaging with niche communities.
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