It was VEVO UK that first discovered the massive talent of the young British singer, making a series of addictive video profiles of her ongoing rise. Ora’s flamboyant personality and deep musical skills unite to make her one of those artists who you can tell is going all the way. Jay-Z certainly thinks so. The hip-hop entrepreneur signed the young West Londoner to a deal with Roc Nation, and the resultant tracks – from “How We Do (Party)” to “R.I.P.” – have made an impression around the world.
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.