Dive summary:
- Unexpected Covers, a new video series from Vevo, has gained 627,000 views in five days on YouTube.
- The series features low-profile musical groups covering more popular groups' songs in their own style; for example, this Passion Pit cover of Fun's "Carry On" with just piano and voice.
- The quick success of Unexpected Covers has gained a premiere sponsorship from Miracle Whip; the dressing brand is looking to capitalize on the unexpected nature of the covers.
From the article:
"In episode 1, Passion Pit performs fun's Carry On, with just a singer accompanied by piano. So far, the show has generated over 627,000 views in five days on YouTube, plus lots more on the band's Vevo channel. Not a bad start for a new series."
