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YouTube Rolls Out New Site for Music Discovery

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Music videos are extremely popular on YouTube (s GOOG) — so much that the category dominates the site’s all-time most viewed list, so much that the major music labels were able to launch their own online video distribution network, with YouTube’s help, and turn it into a top-five online video destination.

It should come as no surprise, then, that YouTube would seek to capture more of that audience, by launching a new landing page just for music videos. Like its dedicated pages for Shows and Movies, YouTube’s new Music page seeks to increase user engagement by giving its visitors a one-stop shop for videos that suit their interests.

But the music page is particularly suited for driving video views and extending viewer session times, because it gives users the ability to choose from featured videos or listen to curated playlists of popular song genres that will keep them on the site. It also offers people the ability to create on-the-fly mixes of music videos. In addition to major studio artists, the site also has a number of unsigned musical artists and viral hits that viewers can tune into, and YouTube will soon offer viewers links to local music listings in their area.

For YouTube, extending view times means viewers see more ads, so appealing to their musical interests is a no-brainer. Not just that, but the new music landing page creates one more clean, well-lit place that YouTube can feature ad campaigns targeted at consumers looking for a certain type of content.

Related content on GigaOM Pro: Connected Consumer Market Overview, Q2 2010 (subscription required)