Vevo – Has YouTube’s Evil Brother worked?

11 Sep

Vevo definitely hasn’t made many friends since its in launch in 2009. The ad based alternative to YouTube had been set up to create extra revenue for content owners and has been sneakily placed into the YouTube website, causing annoyance to many users.

Since its creation in 2005, YouTube has quickly become one of the major forces in the digital era, the website allows people to upload video content for free and to share it with all their friends online.  Video streaming was the perfect way for record labels and fans alike to promote their music videos, leading to some bands becoming overnight success stories.  However, the free promotion was not enough for some music industry executives and believed that they should be earning every time their video is played.   YouTube were sued and forced to pay the copyright owners per stream. The music industry again was biting the hand that feeds it.

Vevo was set up by three of the four major labels (Universal, EMI and Sony) and is hosted by YouTube and its owner Google.  Users may search for their favourite music video on YouTube and click on a link that appears to be a normal YouTube video and then when the page loads, it is revealed that it is actually a Vevo video with an annoying advert to watch!

From the off, Vevo has been heavily criticised.  The videos appear to load a lot slower than normal YouTube content as well users receiving numerous error messages stating that the video is not currently available in their country for copyright reasons.  The main problem however is the adverts at the start of the videos.  Unlike Spotify, who also have unskippable adverts as an income, Spotify users were made aware of the situation from the start and the key to its success was purely down to their acceptance of having to listen to adverts to access free music.  It can be argued that due to Vevo’s confusing integration with YouTube that they aren’t really seen as two separate businesses.  Consumers, who were used to getting hassle free videos before, now are being forced to listen to an advertisement.

To be fair, streaming websites do cost a lot of money and even YouTube itself has now introduced advertisements on its videos, however, they allow the adverts to be skipped.  I do not know what the overall vision of Vevo is, whether they plan to remove every music video from YouTube and place it onto Vevo but ultimately in its first year it has failed to make a major impact.

Personally, I believe that YouTube and MySpace (R.I.P!!) have acted as an alternative to digital piracy and is usually the first port of call when I want to check out new music.  These sites should be purely used for marketing and not for creating revenue.  Shea recently reported that YouTube owners Google are due to launch a rival to the iTunes music store and player.  If this new music store is integrated with YouTube, the streaming site can be the marketing tool and the music store could be where the revenue is created.

Ideally, I’d prefer to see Vevo closed down and music videos brought back to YouTube.  Splitting the content up has only caused frustration and the labels should do the right thing for once instead of repeatedly shooting themselves in the foot.  Getting money from every possible avenue is not always the answer.


One Response to “Vevo – Has YouTube’s Evil Brother worked?”


  1. Vevo vs. MTV « Guerrilla&Chalk. - September 28, 2010

    […] Vevo has been creeping up on all unsuspecting online music video lovers since launching in 2009, providing an alternative viewing platform to YouTube to generate more revenue for its content owners.  MTV Networks proudly trotted out industry-leading internet audience figures for August, thanks to an advertising alliance with Vevo holdout Warner Music Group.  But Vevo says its music video traffic is bigger – measured apples-to-apples, that is.  Now, Vevo is bringing the heat to an old turf for MTV: the traditional tube. […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: