Blog Post

Warner Music Videos Land at Hulu, Not Vevo

Muse on Hulu

Not too long ago, Hulu dipped its toes into the music video biz with a limited deal to bring EMI’s Norah Jones on board to promote her new album. Well, now it seems the company will be pushing further into those murky waters by striking a new relationship with Warner Music Group to bring a whole bunch of videos to the premium video site.

For an unconnected old fogie like me, the list of Warner Music artists that will appear on Hulu is a bit of a mixed bag. The first to appear on the video site is British alt-rock group Muse (whose vast success I’ve somehow managed to ignore); Warner will soon follow that up with a page for Jason Mraz (who I think is only slightly more talented than this kid) and one for Paramore (who I actually kind of enjoy). Artist sites on Hulu will reportedly have a mix of music video and live content, including exclusive concert footage, interviews and the like to appease the hoarding masses that watch that sort of thing.

But does this signify that Hulu is starting to think of itself as a possible competitor to Vevo, the joint venture between Universal Music Group, Sony Music and YouTube (s GOOG) that launched earlier this month? Probably not. After all, having a sum total of four artists on the site is probably not going to make it much of a destination site for music lovers everywhere.

What’s more likely is that EMI and Warner Music are just looking for ways to hit as many eyeballs as possible by putting their videos in as many places as possible. EMI isn’t a stakeholder in Vevo, after all; it merely licenses its videos to the site. And Warner Music, after a lengthy spat with YouTube, now has plenty of videos and channels for its artists (including one for Muse!) on the video share site.

3 Responses to “Warner Music Videos Land at Hulu, Not Vevo”

  1. This is a classic move by WMG – they always seem to do make the odd decision, and it rarely (ever?) pays off. When UMG and Sony (and EMI, sure) zig, WMG zags, for better or for worse. I think they over-think their strategy to be different from Sony and UMG, assuming they will somehow catch lightening in a bottle, and be able to make up ground on their larger colleagues…while I admire the non-conformity in general, this move does not make a ton of sense. I would not call this a loss for VEVO as much as a missed opportunity for WMG.

  2. The competition in the online music video space is fueling its best in this end of 2009, but neither marketing campaign nor online content retention will not change what music will become. For a better understanding of Music 2.0, read “The Future of Music” at