Vevo bets on advertising for music videos online
The company tapped into high definition live-streaming when it broadcast the opening concert of the FIFA 2010 world cup on July 10. So far, the website has mentioned beefing up Vevos social networking features.
Vevo wants to create a different experience. The partnership with the razor brand may seem a little unusual, but Schick Hydro Senior Brand Manager justified it this way in a press release: Were committed to refreshing mens experiences by reaching them at their passion points and providing an unexpected benefit whether its a surprisingly hydrating and comfortable shave, or a new music experience.
By Shelley DuBois, reporter
This is one in a series of articles leading up to
Fortune Brainstorm Tech
, which takes place July 22-24 in Aspen, Colo. On the other hand, Vevo doesnt provide the grab-bag viewing experience where videos of piano-playing cats are in the stack next to Ushers slick new single. But YouTube is actually a huge feeder for Vevo videos the majority of Vevos viewers come from its YouTube channel.
Part of Vevos plan is that sharp videos by popular artists will draw enough users that advertisers will follow. Vevo also has videos by power icons Lil Wayne, Taylor Swift and Justin Beiber, among others.. Vevo is also building offerings for the iPhone and iPad, which should boost business if its done right. Luckily for Vevo, Universal has some big names. On June 30, MTV announced a digital content partnership with Warner Music Group WMG that would give MTV exclusive ad rights to videos from Warners artists.
The company has partnered with Google GOOG, Sony SNE, and Universal Music Group to create a profitable platform for high quality music videos online. The videos stand out they dont look like grainy YouTube clips from a phone camera. The articles will look back at the progress of companies that presented at Brainstorm in 2009 as well as look forward to those that will present this year.
How will it carve out its web niche? CEO Rio Caraeff who previously worked at both Universal Music Group and Sony will be coming to Fortunes Brainstorm Tech conference to hopefully flesh out some of those ideas. Vevo hosted Lady Gaga and Beyonces soft core prison kitchfest Telephone video. Caraeff has said that live-streaming could be key for Vevo in the future.
Vevo will also have to contend with MTV, which just decided to get back into the business of making movies after its reality show-driven hiatus. Its trying to cultivate a brand online that satisfies peoples desire to see artists music videos with a vetted, one-stop shop.
Music videos fall into that category of much-loved content on the Internet that has companies scrambling to turn into cash from advertisers. Vevo just teamed up with Schick Hydro to create a channel that promotes up and coming artists. Three-minute long music video clips seem like digestible content for mobile screens. They can create and store a video playlist. Its trying to tap into the indie video market too. The official Vevo video on YouTube has gotten over 60 million views since it was posted on March 11. Vevo, right now, is one of the major players.
As it is, users can sign into a Vevo.com account, group their videos into playlists, highlight their favorite songs, and read comments from other users
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