The days of watching the MuchMusic Countdown may be gone, but just because networks stopped playing music videos on linear TV, doesn’t mean they aren’t still culturally relevant. They just moved online to Vevo, the world’s leading music video network, which reaches 10 million Canadians every month. Now, Telus is betting that advertisers would like to reach those music fans.

Telus has inked a deal with Vevo to become its direct ad sales representative in Canada. According to the ubiquitous telecommunications and technology company, this will partnership will enable Vevo to bring its extensive music video content and enhanced advertising opportunities to the Canadian market. The deal offers advertisers a vast library of premium music video content on major Connected TV (CTV) platforms and streaming services, including YouTube, Apple TV, Samsung TV Plus, Vizio, Google TV and Roku.

According to Telus, this partnership – which marks the company’s entry into direct ad sales – will grant opportunities for advertisers to use influential music videos to elevate their strategies and connect with their audiences on multiple platforms. “Brands and agencies will reach their target audience more effectively by leveraging first-look opportunities, including premieres, programming sponsorships and linear channel takeovers.”

“Telus’ extensive reach and expertise in the Canadian market makes them an ideal partner for Vevo. We have been expanding our distribution footprint in Canada, especially on CTV, where we see continued growing viewership,” said Rob Christensen, EVP, global sales, Vevo. “Vevo’s library of over 800,000 music videos provides advertisers with both an engaging environment and access to hard-to-reach, coveted audiences, such as Gen Z and cord-cutters.”