CMT Sun Records Branded Content for Vevo

CMT partnered with Vevo to create custom branded video content for the promotional campaign of Sun Records, a TV series chronicling the birth of rock ‘n’ roll during the civil rights movement. The show celebrates legendary artists like Elvis Presley, Johnny Cash and producer Sam Phillips, highlighting their contributions to music history.

As the creative lead, I conceptualized the branded content idea, ensuring it authentically reflected the themes of the series while resonating with contemporary audiences. The result was The Memphis Sound, a captivating video produced in partnership with Vevo that explored the lasting influence of classic Memphis music. I worked closely with Vevo’s artist relations and content production teams to secure approvals and bring the concept to life. The final video featured interviews with Nathaniel Rateliff and Paul Janeway, who shared their perspectives on the impact of Memphis sound’s rockabilly, blues and gospel roots on their music.

To maximize visibility and engagement during the show’s promotional window, CMT secured 100% share of voice (SOV) for pre-roll advertising, ensuring their message reached the target audience at scale. This campaign successfully bridged the gap between the legacy of rock ‘n’ roll and its modern-day influence, positioning CMT and Sun Records at the heart of the cultural conversation.