Vevo debuts live talk show as newest original content

Vevo has introduced a live talk show format to its music video platform. Vevo Live will deliver artist interviews in front of a studio audience in addition to interactions with online viewers. After testing over the summer, Vevo Live had its soft launch episode starring Fifth Harmony. According to Variety, more than 3 million viewers watched the show.

Vevo VP of marketing Stacy Moscatelli said this isn’t the beginning of a pivot to live video. However, the company has been putting its resources into original content this year.

Vevo Live appears to stem from the Watch Party features the team developed over the course of the year. The social viewing option debuted in March, and the live version rolled out in July.