Vevo, the music-video website set to launch Tuesday, added EMI Music to its content roster, thanks to a last-minute content licensing deal. The site is backed by Universal and Sony.
The deal does not give EMI an ownership stake in the service launched by Universal Music Group, unlike Sony Music's arrangement with Vevo. Instead, EMI's is a straight-up content-licensing agreement. Rather than a snub, according to one insider, this represents part of EMI's distributor-agnostic strategy when it comes to licensing its music and videos (for instance, it became the first major label to license content to Hulu last month).
Vevo inked a CBS deal to show video content from CBS Radio and Last.fm last week, broadening its range of content. But on the eve of its launch, Vevo has yet to announce a deal with the remaining major label, Warner Music Group, although negotiations were underway last week. Vevo's stated goal is to be the destination and syndication source for "the world's best premium music video programming" -- and for that, it needs Warner, as well as various independent label aggregators and television networks.
"Our agreement with EMI Music marks a milestone in our mission to provide fans everywhere with the world's best premium music-video programming, when, where and how they want it," said Vevo president and CEO Rio Caraeff in a statement. "We look forward to collaborating with EMI on introducing our users to new professionally created entertainment products through a truly interactive platform."
Caraeff, formerly Universal's head of digital, offered more context about the upcoming service. "Vevo is about much more than just high-quality videos; it is also about original programming and strengthening the connection between artists and fans through a dynamic and engaging experience, and immediately providing advertisers with the scalability they desire and access to the most sought after demographic on the web."
Vevo will function as a destination site where consumers can access official music videos, interviews, backstage clips, user-generated content that uses major label audio and other "premium" content. Unlike YouTube, it will not also contain user-generated stuff that potentially scares off advertisers, which Vevo hopes will allow it to charge more for ads.
In addition, Vevo will syndicate its videos to YouTube (which created the backend for the service) and other video services.
See Also:
- Google, Universal to Launch Music Hub 'Vevo'
- Vevo Adds Videos from CBS Radio, Last.fm, Still Lacks Two Majors
- Vevo Watch: Indie Labels in Talks with Majors' YouTube Spin-Off
- Vevo Negotiating with CBS, NBC for Original Music Programming
- Abu Dhabi Invests in Vevo, the Major Labels' Upcoming Video Site
- Next Music Battle: Hulu vs. Vevo
- Vevo Watch: Music on Late Night Talk Shows Offers Promise
