Apple made the music industry sit up when it funded and produced music videos for Drake and The Weeknd, among other artists. Now Vevo is following suit, albeit with an emerging act rather than an established star.

Vevo has put up the cash and creative for British artist Jorja Smith’s video for her track ‘Beautiful Little Fools’ which will be premiered on the service this week. The video is part of a longer-term partnership with Smith, who is one of its Vevo Dscvr ‘Ones to Watch’ for 2017.

“It was clear from the outset of meeting Jorja that she has an amazing talent.  It’s been a privilege to be part of her journey since, lending a hand to support her vision,” said Vevo’s senior manager, music and talent, James Moodie.

“It’s a great way to culminate everything we’ve achieved to date, including Dscvr ones to watch and Dscvr live in New York by supporting her not only with production, but also on a creative level to shoot the Beautiful Little Fools video.”

Vevo has previously made original content and live shows featuring artists, but it’s the first time it’s funded a traditional music video.

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