Every Vevo performance begins long before an artist steps in front of the cameras. Behind each original session is a collaborative, multi-layered process involving talent booking, artist management, label coordination, production planning, and creative discussion. In an era when music discovery is increasingly driven by the “almighty algorithm,” Vevo still relies on people.
That philosophy sits at the heart of Cynthia Todd‘s work as Vevo’s Director of Talent Booking for K-pop and J-pop, where identifying the right artist for the right opportunity is as much about collaboration as it is data. During a conversation with Kcrush, Todd
offered a behind-the-scenes look at planning Vevo Originals, why collaboration remains central to the process, and how the platform continues expanding its vision for Asian music beyond the industry’s most recognizable names.
Over the past eight years, Todd has helped shape Vevo’s relationships with artists and labels worldwide. Working closely with record labels, managers, publicists, and Vevo’s internal Artist & Label Relations team, her role focuses on identifying opportunities for artists to showcase themselves through live performance and editorial content.
As K-pop’s international presence has grown, so too have Vevo’s relationships throughout Asia.
“I saw an opportunity to start reaching out to contacts in Asia,” Todd explained. “As Western media has become a place for global music and K-pop and J-pop have continued to rise, those relationships have really blossomed.”
Although some may assume artists simply appear on Vevo once they’ve reached a certain level of popularity, Todd described a process that emphasizes collaboration.
The Music & Talent team meets regularly to review upcoming releases, discuss touring schedules, label priorities, and the artists they’re personally excited about. Those conversations can then become internal pitches for future Vevo Originals.
“Everyone on the Music & Talent team has to be passionate about music,” Todd said. “People bring in things they’re listening to on their own time or artists they’ve discovered through meetings. We walk out of those conversations with a handful of artists we want to pitch.”
Vevo balances label priorities with genuine enthusiasm from its own team instead of solely relying on streaming numbers or industry trends. “Vevo, specifically, [is] very passionate about emerging artists,” Todd shared. “We hear about a lot of artists in the early stages and try to develop those relationships.” For emerging artists, that often means being introduced to Vevo’s DSCVR program long before they become household names.
“We might have a couple people who are really passionate about an artist,” Todd said. “Then we book them for a performance, they completely blow everyone away, and suddenly they have 30 new fans internally.”
@JO1_official – BE CLASSIC | Live From Vevo Studios
Once an artist is confirmed, Vevo’s booking team works closely with artist management, production crews, and label representatives to ensure every performance fits seamlessly into an artist’s promotional schedule. By the time performers arrive at the studio, every logistical detail has already been mapped out.
Todd emphasized that performances are designed to reflect both the artist’s identity and the viewing experience for fans.
“We’re constantly learning what serves fans,” she said. “Ultimately we’re here to create content that artists are proud of, but also content that fans can really engage with.”
The most surprising detail Todd shared is that Vevo’s original performances are typically a single continuous take using a single camera.
A single-camera production style requires careful planning from everyone involved. Directors must understand the choreography, vocal distributions, and staging and lighting needs in advance, while the artists and their team might adjust choreography for Vevo’s studio dimensions.
“It’s a true collaboration,” Todd explained. “We want to make sure the artists we shoot walk away feeling like they’re served too.” The final result is an authentically live performance that feels as polished as their videos.
While K-pop continues to be one of Vevo’s interests, Todd and her team believe the future of Asian music extends well beyond a single genre. As we briefly discussed the language often used to describe the global rise of Asian music, Todd gravitated toward the idea of fascination. Being fascinated and curious inspires listeners to explore artists, cultures, and creative perspectives beyond what is already familiar. That spirit of discovery was reflected throughout our discussion.
She mentioned Vevo’s work with artists like JO1, ENHYPEN, and NMIXX as exciting milestones and expressed hope that the platform will continue expanding its partnerships throughout the region.
ENHYPEN – Helium | Live from Vevo Studios
“My personal goal is to bring in more artists from different areas in Asia,” she said. “I’d love to work with artists coming out of China and Vietnam and continue adding to the Vevo family.”
Throughout the conversation, the word “fascination” frequently popped up. Todd spoke about the excitement of discovering new artists, learning from different creative traditions, and helping introduce audiences to voices they may not have encountered otherwise. As Vevo continues evolving its original programming, that curiosity and fascination may prove just as valuable as any algorithm.
Behind every performance there is a team listening to music they love, advocating for artists they believe in, and working together to create meaningful connections between the artists and fans.
Ashley Borjon, Host & Historian
Ashley is a content creator, educator, and public speaker. As an authority on the Hallyu phenomenon, she has collaborated on projects and events with various domestic and international companies and brands as a music historian. As the host of An Album a Day, she leads an English-language podcast promoting commentary on South Korean pop music. Learn more about her at https://www.a3daypodcast.com
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The post Behind the Booking: Cynthia Todd on How Vevo Curates Original Performances for Global Artists appeared first on K Crush America Magazine.
