Kacey Musgraves is one of those singers who make you stop for a second and turn your head – what did she just say? That power can be credited to the catchiness of her melodies, but ultimately lyrics make Musgrave’s songs so vivid. “Merry Go ‘Round” and the rest of tracks on her upcoming debut album all share one trait – eloquence. In well-turned phrases, the East Texas native nails feeling after feeling, scene after scene. In an unassuming voice she captures small moments and gives them the depth they deserve. That’s why stars such as Miranda Lambert and Martina McBride have covered her tunes, and that’s why the hit show “Nashville” featured “Undermine,” a song Musgraves co-wrote. Each one feels totally believable. That kind of instant familiarity has long been one of country music’s strong points, and though her music is also informed by a modern pop sensibility, Musgraves fits right into that lineage. You can hear it in the charming twirl of “Merry Go ‘Round.” We chose her as a LIFT artist because every time you hear a Kacey Musgraves song, you want to hear another one.
VEVO’S LIFT program began in January of 2011 as a way of celebrating new talent.
VEVO prides itself on introducing emerging artists to a broader audience, and
each LIFT cycle spends an extended period of time painting a detailed portrait of
its act so potential listeners will get a fuller immersion into the artist’s
musical impact and cultural breadth.
Through exclusive interviews, behind-the scenes footage, video premieres, and intimate live shows - all exclusive to the VEVO platform - we unite the artist and the audience.
Our current roster of LIFT artists includes Jessie J, Oh Land, Tinie Tempah, Funeral Party, Dev, Mindless Behavior, Karmin, One Direction and our latest choice, Graffiti6.
This year VEVO UK launched its LIFT program with Labrinth and now Rita Ora.
With the arrival of the New VEVO in March 2012, we also added a series of fan challenge components to the LIFT experience. Now fans of One Direction can show their dedication to the band by participating in a series social marketing maneuvers. Game on! Here’s to having fun with music and LIFTing emerging artists even farther.