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Vevo Lives: YouTube, Universal Announce New Music Video JV

imageRumors about a new “premium” music video site from YouTube and Universal Music Group churned out non-stop early last month, but now it’s official: UMG and YouTube plan to launch Vevo later this year.

Music videos from Universal artists will be available both on, as well as through a new Vevo channel on YouTube. The two companies, which will share ad revenue, expect the joint venture to be the largest music-video site in the United States upon launch.

Chris Maxcy, YouTube’s director of business development, told us that this was a “completely different” deal than the recent one it inked to carry full-length clips from Disney: “It’s a fairly deep partnership where we’re providing tech, ad sales support and access to the YouTube community.”

Maxcy said the two companies had discussed the possibility of long-form content, including original series, and the ability to sell music through Vevo, though it was “a bit early” to speculate about what those efforts might look like, or when they’d roll out. As for the timeline, he would only confirm that it was a “long term deal.”

The release is embedded after the jump.



7 Responses to “Vevo Lives: YouTube, Universal Announce New Music Video JV”

  1. Why the constant interruption when viewing. Never had this problem with You Tube. I have a great internet connection yet it feels like I am on dial up when viewing on VEVO.. They need to fix it or reconsider this affiliation

  2. So far i’m not too convinced by Vevo – It seems like a great idea, and could clearly follow in the potential success of Spotify, but I think the limitation on content to major labels is holding it back a lot.

    Good to see these new business models coming into action though :)

  3. Well, it is going to be something big as it seems. But I am not sure if they will manage to attract so many big-name advertisers and other content-owner partners as they plan. They need to gain big popularity among the ordinary internet users first of all. I don't see what new they will offer so that can happen. Quite brave expectations they have in my opinion.

  4. marcus & videopoet: what you're talking aboot are youtube (music) videos. and leaving aside interactive videos as well (1st that comes to mind – r.e.m.'s), music videos will basically remain the same – short films trying to help sell a song.

  5. sonya, he means that the music video as a medium will not be around in its current state much longer, which is true. its practically dead already.

  6. Sorry videopoet but you're wrong about the shelf life of music videos at least regarding classic music videos from the 80's and early 90's. The most popular views are from videos that are 20+ years old. Maybe it's because that's when MTV was MTV and many of us were in high school when it began.

    I will give you that some mashups are outstanding and have massive views but they've got to be outstanding like Titanic: The Sequel.

  7. The conventional music video has a very short life span left. Mashups, people experimenting with re-edited video material, putting it to music, and putting music to it, is the way forward. This heralds a whole new arena for mashing up material, embedding advertising into it and paves the way for long form mashups, re-editing movies, splicing movies, slowing them down, speeding them up. The business model is coming….

    Only after the creative model has arrived though…