Syco Music artist Labrinth has notched up 12m video streams during his eight-week stint as the first Vevo Lift promotion in the UK. The scheme started in the US last year as a way to promote new artists – mostly from Vevo’s major label backers – but crossed the Atlantic to the UK earlier this year. Vevo says Labrinth got 50m ‘editorial promotion impressions’ during his eight weeks – a period in which he increased his Facebook fans by 155% and his Twitter followers by 37%. Obviously, it’s hard to tie down how much of that was due to Vevo versus other activity. Labrinth himself will be announcing the next artist to get the Lift treatment in the UK next week.

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