Alright – so today we’ve got the honor of introducing you to Alexa Balint. We think you’ll enjoy our conversation, we’ve shared it below.

Alexa, looking forward to hearing all of your stories today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the most noticeable shifts in the industry over the last couple of decades is the rise of direct-to-fan communication through social platforms. It has completely transformed the way artists build and maintain relationships with their audiences.
Not too long ago, fans joined mailing lists and fan clubs – writing physical letters in the hopes that their favorite artist *might* read them. Communication was largely a one-way street, filtered through layers of publicists or fan club managers. Now, a fan has the ability to leave a comment on a post and get a response within minutes. That degree of immediacy has completely altered the way audiences engage…and what they expect.

Constant accessibility can certainly have its downsides. The high volume of feedback, whether praise or criticism, can take a toll on one’s sense of self and lead to overwhelm or burnout.

Even with those challenges, artists have far more control over their own narratives when utilizing socials. Direct-to-fan comms allow for more nuanced storytelling. At Vevo, we tap into the fan service through shooting various pieces of social media content out of our Times Square editorial studio. This way, artists can showcase their personalities by answering fun, yet thought-provoking questions like: “Would you rather meet your ancestors or descendants?” or “Studio or stage?”. Many of our social pieces have garnered a strong response from fanbases, and we’ve seen engagement multiply when artists take the time to respond directly to fans in the comments.

Direct-to-fan communication is undeniably empowering, but it requires a level of intentionality around boundaries. Like any tool, it needs to be used with care.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Taking it way back, loving music was my entire personality for as long as I could remember. In my occasional absence from group hangouts as a teen, the general discussion was “Where’s Alexa?” “Probably at a concert”.

I had a college radio show for four years, and was an A&R at my campus record label. I didn’t quite know the road to working in the music industry, nor did I have personal real-life examples of folks working in music at the time, so I figured my campus involvement was the farthest my ‘music career’ would take me. During my junior year of college, I blindly applied to and secured an internship at Island Records, which completely changed my life. It solidified that music – particularly elevating emerging artists and expanding their reach in some way, shape, or form – is what I wanted to be doing professionally. Fast forward to now, I have the joy of continuing to work with the artists on Island’s roster.

As a booker at Vevo, I maintain relationships with a range of record labels from Secretly Group to Disney and more, staying up-to-date with their project rollouts and artists’ avails. I book artists for live performance sessions, which are shot out of Vevo’s Los Angeles and Brooklyn studios. Additionally, I run our editorial studio in Times Square, which is designated for social content, as well as promo that we air on Vevo’s TV app and live channels. On the day of a shoot, I am the face of Vevo – ensuring the artist is comfortable and their needs are heard, relaying notes between the artist’s team and our production crew. I’m also ensuring that we not only capture the content, but get the artist’s stamp of approval on site.

I am consistently grateful for my years of DIY exposure. I came of age in Boston’s DIY scene, chasing house shows like it was my job (though it wasn’t yet). A lot of the bands I watched cutting their teeth in basements are now signed to the indie labels I’m proud to collaborate with today.

I’m proudest of our DSCVR program, Vevo’s original content series spotlighting emerging artists. We’ve elevated so many independent artists through it, such as Mon Rovîa and Mei Semones this year, and we are constantly on the lookout for more emerging talent. Supporting artists at that early stage and helping them reach their audience is some of the most meaningful work we do.

I want potential artists to know that everything we create, across all of our original content offerings, is rooted in authenticity. Our team is made up of genuine music fans who care deeply about the artists we feature. There’s a real human element behind the scenes. The programmers who surface new talent across our playlists and TV programming bring their personal taste, working hard to share what they feel deserves to be seen.

When artists come into our studios, they perform live. Lip syncing is not an option. In that same vein, we don’t cut and stitch different takes together in post-production. Our performance content is one-camera, one-shot. What the viewer experiences on screen is what’s really happening in the room, and that honesty is something we take seriously.

We also have artists come back and work with Vevo repeatedly, as they grow and continue on their trajectory. Billie Eilish is one example – she first performed on our DSCVR stage in 2018 as part of our annual ‘Artists to Watch’ class. Five years later, we worked with her to film ‘Official Live Performance’, Vevo’s highest-tier series for global superstars, in which we provide an immersive custom set. That kind of continued collaboration and partnership means a lot to us.

Relationships are at the heart of what we do, and we work across a vast range of genres, supporting artists at all stages. Whether it’s a social clip, a studio session, or an Official Live Performance on location, the care and intention behind each production stays the same.

Is there a particular goal or mission driving your creative journey?

My mission is to bring live music to the homes and screens of those who may not have the means to see their favorite artist in concert. I’m also incredibly motivated by the idea of future fans discovering their new favorite artist by watching one of our live sessions.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

For a long time, I held onto the belief that my work should always speak for itself. I assumed that if I just put my head down and delivered, the right people would notice. I used to feel that being vocal about my own accomplishments bordered on bragging, which made me apprehensive to share anything.

Conversations with peers brought me to realize that in many work environments, regardless of the industry, no one is keeping a detailed log of your achievements except you. If you aren’t outspoken about your contributions, you risk leaving your growth to chance.

Over time, I’ve unlearned the idea that owning my work is boastful. I now see it as a means of acknowledging my journey and the efforts of those who championed me along the way. Sharing my milestones is about celebrating shared progress with the people who have supported and collaborated with me. This shift in mindset has certainly brought about more opportunities – like this interview!

Contact Info:

• Website: https://www.vevo.com

Image Credits

Vevo