BY: Samantha Doyle
For this weeks look into YouTube Music, we will be venturing into one of the most dominant music video production affiliations on YouTube, VEVO. VEVO's website describes itself as the "World's leading all-premium music video and entertainment platform." What plenty of people fail to realize is that VEVO and YouTube are both partners and competitors. VEVO.com is its own music video streaming website which you can subscribe to for premium music video content that is separate from YouTube. Sony Music Entertainment and Universal Music Group founded VEVO in 2009 for multiple reasons. One reason for the creation of the platform was to provide music lovers with a tailored platform full of only relevant videos and content. To this day, that is still the primary goal of VEVO. Another main reason for the joint creation of VEVO that differencebetween.net cites is that YouTube has always had a rivalry with the music industry. Copyright infringement by users uploading songs to YouTube for free cut into the profits artists could make on their music. The solution to this problem brought VEVO to the forefront and led to the partnership between YouTube and VEVO we all know today. Now, when a VEVO produced music video is posted onto YouTube, the advertisement revenue is divided between YouTube and VEVO. Artists are able to once again garner revenue from the music they produce and users have no motivation to upload copyrighted content. This partnership has also benefited the artists that are signed to Sony or Universal record labels. Each artist that posts music videos to VEVO also has an affiliated YouTube channel with the artist's name followed by VEVO. Without fail, these channels are constantly in the Top 25 YouTube Users By Subscribers on SocialBlade.com. As an example, the highest ranked VEVO channel by subscribers is JustinBieberVEVO with 32,023,690 subscribers. The artist exposure, advertisement revenue, and reduction of copyright infringement all speak to the benefits of the VEVO and YouTube partnership.
Sources Include:
https://socialblade.com/youtube/user/justinbiebervevo
http://www.differencebetween.net/technology/web-applications/difference-between-youtube-and-vevo/
http://time.com/4406602/vevo-music-videos/
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