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LA Galaxy Announce Content Collaboration with Vevo

March 28, 2024 - Major League Soccer (MLS)
LA Galaxy News Release

LOS ANGELES - The LA Galaxy today announced a first-of-its-kind content collaboration between a Major League Soccer team and Vevo, the world's leading music video network.

Through this partnership, 12 LA Galaxy players will curate a hour-long block of music video programming, personally introducing each of their chosen favorite music videos, such as System of a Down's "Chop Suey", Shaggy's "Angel ft. Rayvon", and Lil Baby's "Crazy". Beginning today, the joint program will air ahead of LA Galaxy game days across the Vevo network, including the 'Vevo Pop' channel and playlists on YouTube and the Vevo TV app.

Fans will be able to gain an introspective look into the musical tastes of each player as they share the reasons for when and why they watch a specific music video - whether that is to relax or get motivated ahead of practice, travel days, game days, and more.

"We are thrilled to announce a first-of-its-kind collaboration between the LA Galaxy and Vevo, offering fans an exclusive music video viewing experience," said LA Galaxy Chief Creative and Brand Officer, Will Misselbrook. "Several of our players shared unique insights into their musical preferences, from hype videos to personal anthems, curated into themed programs on Vevo's network. This marks the next step in personalized content with LA Galaxy - a harmonious fusion of soccer and music videos, showcasing the diverse tastes of our players in conjunction with Vevo's curatorial expertise and vast reach."

The LA Galaxy brand is dedicated to captivating entertainment and immersive experiences for fans, aiming to extend the club's reach beyond soccer. Recognizing the shift from traditional marketing, the brand strategy behind this collaboration with Vevo is to curate premium, socially, and culturally relevant content across diverse formats for a broad audience.

"As the daily tastemakers of the music video, we enjoyed handing the reins over to the LA Galaxy team to curate this special program. The synergy between music videos and sports is undeniable. According to Vevo's latest research, 70% of sports fans are also avid music fans - a huge opportunity for brands to connect with these converged fan bases," added Vevo Vice President of Media & Distribution Marketing, Aneesa Steilen. "The players' picks exemplify the cultural relevance of music videos. For example, they enjoy reminiscing about their families and hometowns - just as consumers use music to help them remember the past (79%) or connect with friends and family (65%). Additionally, the players chose music videos that span various genres, like Regional Mexican and Reggae, reflecting the various cultures and backgrounds of the players. In fact, two-thirds of consumers (65%) watch music videos that strongly align with their personal identity, language, ethnicity, or nationality."

Vevo has a library of more than 900,000 music videos, attracting approximately 1 billion monthly viewers worldwide. Through its global distribution, Vevo maintains the largest network of music channels on YouTube, as well as apps and channels across major Connected TV (CTV) platforms and streaming services, including Apple TV, Hulu + Live TV, Pluto TV, Samsung TV Plus, and Roku. For over a decade, fans have come to recognize the Vevo logo as a verified indicator of premium, official content from the artists they are searching for and those they've yet to discover.

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