Lil Wayne is one of the scheduled performers on Sunday’s MTV Video Music Awards, putting the rapper in front of an audience that in 2010 numbered 11.4 million people. A partnership between Shazam and Vevo will help maximize that opportunity by implementing Shazam for TV on a Vevo exclusive version of the video for Lil Wayne’s new single.

It’s the first time Shazam for TV has been used in a music video. Fans who watch How to Love on Vevo will see a Shazam Golden Tag. Then they can activate the free Shazam app and let it identify (or “tag”) the video, after which the Shazam for TV technology enters them in a competition to win an all-expenses paid trip to see Lil Wayne in concert.

“We’re thrilled to have an innovative digital artist like Lil Wayne introduce the first music video that incorporates Shazam for TV,” said Will Mills, director of music and content at Shazam. “Shazam is always looking for ways to create a deeper engagement for fans with the artists they love.”

Shazam has worked with record labels and artists before, using a Shazam tag as the basis for a variety of different promotional and marketing campaigns, but this is the first time it’s been used in a music video.

“Whenever possible, Vevo has supported the evolution of the music video beyond traditional linear viewing experiences,” said Fred Santarpia, general manager, Vevo. “Integrating Shazam for TV technology with Lil Wayne’s How to Love video across the Vevo platform creates an exciting new interactive music video experience for fans.”

In June, Shazam raised an additional $33 million in venture capital to build broader applications for its audio identification and tagging platform, with the goal of expanding into television advertising and other video content.

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