Vevo is launching a live talk show format that streams across Facebook, Twitter, YouTube, Vevo.com and Vevo’s mobile apps. Vevo Live includes artist interviews, a studio audience, and interaction with streaming viewers via text chat. The concept evolved from the Vevo Party app, developed during an internal company hackathon last year to enable users to chat while watching the same videos, and eventually became Watch Party. After initial success with its audience, and interest by artists who began hosting their own Watch Parties, the company created Vevo Live. Last week, a Fifth Harmony Vevo Live show attracted more than 3 million viewers across social platforms.

“Vevo tested three hosted Watch Parties, at the time called Watch Parties Live, with artists including Becky G, Kid Ink, and Grace VanderWaal, in July, combining on-camera interviews with music videos,” reports Variety.

Fifth Harmony was the guest act “for the first official Vevo Live show in front of a studio audience” this past Friday and drew 3.24 million viewers. “The results blew us away,” said Vevo chief exec Erik Huggers.

While Vevo is not planning a complete transition to live video (“Our core business is music videos,” explained VP of marketing Stacy Moscatelli), the company will continue to experiment with the format and tech of the live shows and possibly bring in bigger names “to dial it up,” said Huggers.