Vevo is to launch an artist and brand partnerships business, Vevo BE, aimed at helping brands "understand how their message fits authentically into music".

The news was revealed by the online video platform's CRO, Jonathan Carson (pictured), on April 30 at the Digitas NewFront conference in New York.

Using behind the scenes footage, live performances and the lifestyle of music fans, Vevo's new division will help create custom content around music videos, said Carson.

"Historically, there's been a ...