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‘The industry is almost certainly leaving significant revenue on the table.’
Vevo says music videos evoke nostalgia more strongly than audio tracks or live performances, and that this effect could create new commercial opportunities. Its research found many younger listeners feel nostalgic for periods before they were born, while the company argues that videos preserve the wider cultural setting around a song.
Vevo is building advertising products around catalogue moments as they regain attention, aiming to increase the value of its limited advertising inventory. The company says more than a third of its views are on television screens, while mobile remains its largest traffic source; its executive JP Evangelista also sees short-form video as an area where music curation and monetisation have not kept pace with viewing habits. Vevo plans several hundred original programmes before the end of 2026 and is expanding distribution into venues such as gyms, shops and restaurants.
In short
- Vevo says music videos can trigger powerful nostalgia.
- 65% of Gen Z surveyed feel nostalgia for eras they never experienced.
- The company sees short-form music video as an under-monetised opportunity.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Music videos can preserve the imagery, fashion and cultural references that made a song memorable, giving audiences a richer route back to older music than audio alone. If viewers seek out these catalogue moments across television and short-form platforms, better-curated advertising and original programmes could meet real demand while helping artists and rights-holders earn more from existing work.
The case against
Nostalgia research and viewing figures do not by themselves show that new advertising products or programmes will generate lasting demand or worthwhile returns. Expanding monetisation across screens and venues could also make music experiences more commercial, while short-form viewing may be hard to convert into revenue without disrupting how people discover and enjoy music.
Explained simply
Vevo is a company that distributes official music videos online and sells advertising around them. Its library includes videos from across many decades, which can bring older songs back to public attention as listeners discover or revisit them.
A music video shows more than a song: its clothes, settings and imagery can capture the style of the time. That can help explain why viewers may feel a connection to an era they did not live through, and why businesses see potential in pairing familiar videos with advertising.
Vevo reaches viewers on phones and television screens, and is looking to make its videos available in more places, including shops and gyms. Its plans raise questions about how music videos can earn money as viewing habits shift towards short clips and more viewing takes place on connected TVs.
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