![]() To make up for the loss of income, Universal CEO Doug Morris wanted to create a portal with which the company could monetize music videos, which were very costly to produce and would often attract millions of eyeballs.īack in those days, Universal had uploaded said music videos onto YouTube, which was still struggling with monetizing its platform. Ad-driven services like Spotify were still at a nascent stage and not generating enough streaming revenue.Īnd to make matters worse, the emergence of illegal file-sharing platforms like Napster or LimeWire led to the unlawful distribution of music. ![]() CDs and vinyls had largely been replaced by digital copies. The first news of a potential launch already emerged as early as September 2008 when news media was speculating that UMG had the desire to launch a Hulu-like video portal.Īt the time, music industry revenue was at an all-time low. Vevo, which is headquartered in New York City, was launched in December 2009 by Universal Music Group (UMG) and Sony Music Entertainment. How it came to be, who’s behind it, and why it didn’t succeed will be covered in the next few chapters. The company initially tried to become a platform of its own, which it ultimately failed to do after shuttering its apps and consumer-facing website in 2018. Vevo’s network includes over 500,000 music videos which are viewed more than 26 billion times every month. To that extent, Vevo also produces dedicated content to promote unknown and novice musicians through their LIFT and DSCVR artist development programs. Vevo does not only help distribute music videos but also creates ancillary content such as interviews, live concerts, and anything else that promotes music artists. The videos have previously been released on Vevo’s own YouTube channel but have since moved to the channels of each individual artist.Īpart from YouTube, Vevo videos can be consumed on various devices such as Apple TV, Amazon’s Fire TV, Roku, over a dozen more. Vevo is most notably known for publishing the music videos of world-renowned artists like Taylor Swift, The Weeknd, Ariana Grande, and many more. Some of the world’s leading music labels, including Universal Music Group, Sony Music Entertainment, and EMI, are behind the service. ![]() Vevo, which is short for “Video Evolution”, is a video network that produces and distributes music videos and related content across a variety of platforms. ![]()
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