Global Trendsetters and Tastemakers are Reflected in Vevo's 2023 DSCVR Artists to Watch List

This year39s list of 20 rising stars included one who broke out even before the acts were announced GloRilla the rapper from Memphis doesn39t even have an album out yet But she39s had a charting hit a segment of the incredible 50th anniversary hip hop performance at the Grammys and a firsttime nominationThat39s just the nature of the process according to Jordan Glickson Vevo39s Vice President of Music and Talent quotGloRilla is a really good example of an artist who showed up on all of our hip hop yearend charts one of the most viewed artists with one of the most viewed videosquot he saysIn the streaming era quoteverything moves so quicklyquot Glickson adds quotNow it39s not three or four months of development on radio before anything happens It can happen much more quicklyquot An artist that was selected in late summer may have already broken out by the time Vevo39s DSCVR Artists to Watch videos are rolled outThe ultraglobal nature of this year39s list is also noteworthy Chosen from a record 550 submissions the final picks include three artists from Nigeria a rapper from Spain a vocalist from Italy and a hip hop singer from Germany as well as talent from the UK and North America The growing international enrichment for the program is fitting for a global video networkquotWe39re always trying to make sure our list is representative of what our viewers are consumingquot Glickson notes quotWe want the list to be representative of what39s happening in music globally and the artists that get picked are by nature representing what you seequotquotMusic is a global phenomenonquot adds Aneessa Steilen Vevo39s Vice President of Media and Distribution Marketing quotIt39s unlike any other content we consume on a daily basis While there may be a language difference the beats and visuals of music videos or performances really have no boundariesquotHaving such an internationally diverse roster on the 2023 list is indicative of the way music can be enjoyed regardless of where you are sitting or where you are from Steilen says The genres represented are just as diverse For example there39s the art rock of Amelia Moore singersongwriter Ethel Cain and Lauren SpencerSmith a teenage pop singersongwriter from Canada who made it into the Top 20 of American Idol two years agoMost of the DSCVR artists are in their early 20s but the exuberant Flowerovlove from London is only 17 And at 16 Ramamp243n Vega from Mexico is the youngest in the program this yearOthers who made the 2023 list include Philly rapper Armani White whose single Billie Eilish name checks a past Artist to Watch And there is Carol Biazin 25 who got her start on The Voice BrazilThe rest of the roster includes the dynamic RampampB trio Flo from London Ice Spice 22 a Bronx drill rapper whose songs have become increasingly popular on TikTok K Trap a London drill artist Nanso Amadi 27 a Nigerian singersongwriter in Canada Oxlade a falsetto RampampB singer from Nigeria the British drum and bass duo pari ampamp tommy thuy a VietnameseAmerican singer from San Francisco and Wesley Joseph a hip hop artist from LondonOne hallmark of DSCVR Artists to Watch has been having the artists all perform live in Vevo39s distinctive white set quotFor a lot of these artists the level of production that we39re providing is not something they are accustomed to at this stage of their careerquot Glickson says quotWe39re inviting these artists who are in many cases just starting out and maybe are shooting a lessthanpremium video or haven39t gotten the opportunity to shoot great performance content and we39re bringing them into our set using the same crew that we39re using to shoot established artists all year longquotIt39s also important to show the artists performing live Glickson asserts quotIt represents that there is a bit of staying powerquot he says quotThe ability to perform live is very important for the longevity of an artist39s careerquotThe DSCVR set has been redesigned this year Now there are columns curved entryways and platforms allowing the artists and their musicians more freedom to roam That39s important with some of the acts such as the threewoman RampampB vocal group Flo from London which evokes the heyday of Destiny39s ChildquotFlo is one of my favorites of the yearquot says Steilen quotThe new DSCVR set gives them more space to express themselves and they really make use of itquotVevo has also expanded their list of studio locations The music video network recently opened a new studio in Los Angeles to accommodate its growing list of original content quotFrom the most exciting new artists to established superstars whether pop hip hop country or rock collaborating with artists to create unique new content is central to our mission of maximizing the value of music videoquot says Glickson quotVevo original content is just one example of how we can support artists Adding an LA studio to our existing Brooklyn and London footprint creates more opportunities for artists and gives them the added convenience of being able to work together where many of them call homequotGlickson is less forthcoming about naming favorites but says he39s glad the artist Carol Biazin was on the 2023 list quotBecause of COVID we hadn39t been able to include an artist from Brazil the last couple of yearsquot he recalls referring to travel restrictions In that sense this year39s list represents quotclose to a return to normalcyquotThe forced lockdowns also led to other changes at least for some allowing artists to spend more time honing their talent in the studio quotEmerging artists spend the early parts of their career just on the road constantly moving around playing small venues city to city all over the placequot Glickson explains quotFor better or worse they didn39t necessarily have that opportunity the last couple of years and really had to focus on their craftquotNext year39s 10th anniversary of DSCVR Artists to Watch will be a great opportunity to celebrate the artists who have benefitted but also the brands that have been a part of it Steilen says quotIt39s great that it39s been 10 years because it cements Vevo as a tastemakerquot she addsquotWe have built a reputation that brands can really trustquot she concludes quotIt39s a huge advertising opportunity for brands to align with artists and their fans that are on the cusp of culture and setting the trends And when brands align to that younger trendsetting audience they39re building a loyal and influential customerquotPhoto courtesy of VevoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Global Trendsetters and Tastemakers are Reflected in Vevo's 2023 DSCVR Artists to Watch List

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Roger Catlin

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Global Trendsetters and Tastemakers are Reflected in Vevo's 2023 DSCVR Artists to Watch List

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