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Vevo’s Caraeff: ‘We Have To Establish Credibility’

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The glitzy opening at a trendy club in Tribeca — followed by a crashing site when millions of would-be music video viewers tried to sign on and a night of instant scaling — was just the beginning for Vevo. But CEO Rio Caereff is careful not to jump too many chapters ahead when he talks about what Vevo has to do to succeed and what else might be in the plans for the joint venture between Universal Music, Sony (NYSE: SNE) Music and Abu Dhabi Media Corp. with strategic partner YouTube.

Music video sales? “I don’t think consumers want to own music videos. We’re not going to be selling music videos,” Caereff told paidContent after a session for private internet companies at the UBS Global Media & Communications Conference. Subscriptions? Doesn’t rule the idea out but won’t go further than that. “I can