Image credit: Vevo
Social virality, TV impact, and global resonance – Unveiling Vevo’s music highlights and tributes to legends in 2023.
Vevo, the premier music video network globally, has unveiled its 2023 highlights, showcasing the year’s top music moments. Once upon a time Vevo was unavoidable across YouTube, being the primary distributor of major artists music videos.
These days, you don’t see every artist’s channel with ‘Vevo’ suffixed on the end. However, with the significant rise of music streaming platforms Vevo have evolved to remain relevant and still boast a global reach of content. Putting music videos in front of audiences around the world with the benefit of algorithmic recommendations, they still remain an influential force.
With that said, let’s explore what they found to be the biggest cultural trends of 2023.
Digital Trends and Social Media Buzz
Social media continues to be a pivotal force in music discovery, with 57% saying they discovered new music on social platforms. Viral challenges on social media platforms boosted viewership significantly, exemplified by Tyla’s “Water” and Victoria Monét’s “On My Mama,” both gaining widespread attention. Additionally, older music videos experienced resurgence on social media, including ROLE MODEL’s “neverletyougo” and Rihanna’s “If It’s Lovin’ That You Want.”
TV’s Impact on Music Discovery
Television and the most notable shows of the year prove the cultural impact of a well-placed song. Notable instances include a couple’s shared love for Lee Ann Womack’s “I Hope You Dance” on Netflix’s ‘Love is Blind,’ resulting in a +116% viewership increase. Reality TV, like ‘The Kardashians’ on Hulu, and sports events, such as Rihanna’s Super Bowl LVII performance, also significantly contributed to increased music video views.
Nostalgia and Rediscovery
Classic music videos experienced a resurgence, fueled by documentaries, films, comebacks, and anniversaries. Notable revivals include George Michael and Wham!’s videos following a documentary about the artist. Aqua’s “Barbie Girl” gaining traction during the global Barbie-mania. The reunions of Blink-182, *NSYNC, and RBD prompted massive spikes in their Vevo viewership.
Global Music Trends
In 2023, global music saw a surge in popularity, transcending language barriers. Regional Mexican music gained global exposure, and Vevo’s data revealed a growing interest in exploring music from different cultures. African genres like Afrobeats and Amapiano expanded their audience through cross-genre collaborations.
The year bid farewell to legends like Tina Turner, Jeff Beck, Tony Bennett, and Jimmy Buffett. Fans paid tribute through increased viewership of their iconic music videos. Sinéad O’Connor, in particular, experienced a profound resurgence, with a significant lift in daily views for her entire catalog and the iconic “Nothing Compares 2 U” video.
Vevo continues to be a cultural hub, connecting audiences with music’s diverse tapestry. As SVP Julie Triolo notes, music videos at Vevo break barriers, providing a window into different cultures and traditions globally. In 2023, Vevo remains at the forefront of shaping music culture and consumption.