Lift Off At Midem With Rita Ora

PARIS, Sept. 12, 2013 /PRNewswire/ -- British singer-songwriter Rita Ora and Rio Caraeff, President and CEO of VEVO, will spearhead a keynote case study into the singer's partnership with the music video platform's artist development programme, Lift. Nadia Khan, Marketing Director of Ora's management company, Turn First Artists (UK), will also contribute to this discussion, which sets out to show how online and mobile video strategies can help break an artist internationally, engage fans, and generate new revenue streams for musicians and rights holders.

The session, part of the first edition of the Midem Talks four-day conference programme, will analyse the impact of video on Ora's global outreach, and the fruitful synergies this kind of campaign can generate between emerging artists and online audiences. Discover Ora's Lift channel here.

With more than four-billion global views a month — over 25% driven by its mobile, tablet and connected TV apps — VEVO is the world's leading all-premium music video and entertainment platform. Its Lift programme began in January of 2011, as a way of promoting new talent, and is now sponsored by McDonald's in the US. Emerging artists featured on Lift benefit from in-depth exposure so potential listeners get fuller immersion into the artist's musical impact and cultural breadth. Exclusive interviews, behind-the-scenes footage, video premieres, and intimate live shows aim to forge a closer bond between artist and audience.

Artists who have benefitted from the Lift treatment, now a global VEVO programme, include Avicii, Kendrick Lamar, Jessie J, One Direction, Austin Mahone, Tinie Tempah and Iggy Azaela, among others.

Ora is a smart, digital-savvy artist who was signed by Jay Z to Roc Nation/Columbia at the age of 18. In 2012, she released her first album, "ORA," which debuted at number one in the United Kingdom, also spawning three number-one singles: "Hot Right Now," "How We Do (Party)" and "R.I.P." She was nominated in three categories at the 2013 BRIT Awards, including Best British Breakthrough Act. She has millions of followers on Twitter, Instagram and Facebook, and her work has attracted more than 100 million YouTube views in less than a year. Ora's second album will be released in spring 2014.

As part of the leading international business event for the music ecosystem, Midem Talks will bring together the whole music community around its theme "Back to Growth? Make it Sustainable!" The inaugural edition of Midem Talks will focus on how the renewed growth in the music industry must be consolidated by continued innovation, in particular with the development of new relationships between artists, tech players, brands and rights owners. The sessions are to provide the keys to success in the new music ecosystem by highlighting new monetisation models, tech and brand partnerships, and emerging trends in licensing.

Organised by Reed MIDEM, Midem takes place in Cannes from 1-4 February 2014.

About Midem – Midem is an annual international b2b event dedicated to the new music ecosystem, with a tradeshow, conferences, competitions, networking events and live performances. It's the place where music makers, cutting-edge technologies, brands & talents come together to enrich the passionate relationship between people & music, transform audience engagement and form new business connections. 

SOURCE Reed MIDEM