After testing a new talk show format called Vevo Live over the summer, music video platform Vevo launched the interview series on Friday with pop group Fifth Harmony to herald their new self-titled album release.
The debut episode of the show was a big success, amassing roughly 3.2 million viewers, Variety reports. During the hour-long broadcast, Fifth Harmony sat down for a chat in front of a studio audience, and were also able to interact with viewers tuning in from across the globe.
Vevo Live was created at an internal hackathon last year, and began its life as a co-viewing app called Vevo Party that sought to enable users to watch and chat about videos together in real-time. (Vevo unveiled a co-viewing desktop service called Watch Party in March). Vevo Live, however, takes the Watch Party feature and puts it into the hands of artists, enabling them to interact with fans while watching music videos. The new talk show format also adds interviews and live performances into the mix.
Throughout the month of July, artists Becky G, Kid Ink, and Grace Vanderwaal hosted such streams, though at the time Vevo referred to the initiative as Watch Party Live, according to Variety. The Fifth Harmony event, however, was re-branded Vevo Live, and it was streamed in front of a live audience and broadcast on Vevo’s desktop site and app — as well as YouTube, Facebook, and Twitter.
“The results blew us away,” CEO Erik Huggers told Variety, adding that the company will seek other top artists for future Vevo Live sessions — though a schedule has yet to be announced.
Check out the Fifth Harmony broadcast right here: