Monday, December 7, 2009

Are You Ready For Vevo?

Vevo is set to launch tomorrow (December 8th) and some fans are drooling with anticipation. I’ll admit that I am among the curious, wanting to see exactly what this platform has to offer. What is Vevo, you ask? Vevo is a new internet site that will house nothing but music videos and concert performances. It is a website striving to be the “Hulu of music videos”. That sounds pretty good, but of course, there’s a catch.

Advertising. In order to sit through a video (and it’s still not known how many and which genres of videos will be available) you have to sit through a quick ad. Some advertisers worry that music fans don’t have that kind of patience, especially in this on-demand generation. There is also concern that the ads shown will not garner any attention, as the music viewers will be doing something else (typing e-mail, playing games) while the ad is being shown.

In a recent article in USA Today, it was reported that music videos accounted for 55% of the videos that attract 100 million or more views. Wow! I had no idea videos racked up that kind of business. Perhaps I need to cut a music video to promote The Rock And Roll Guru. Vevo intends to display song lyrics while the songs are playing and feature all of their videos in near HD quality. They are also planning on having full concert videos available for viewing. A Norah Jones concert is scheduled for launch and Vevo is reaching out to other performers in an attempt to garner more concerts for broadcasting.

Backed by Universal and Sony music, Vevo is intriguing. A site that houses videos on-demand could be awesome, especially if they add in the countless classic videos that fans love to search for. One question that I have is whether they will allow embedding (as most other sites do). If the ad is attached to the beginning of the video, I don’t see any reason why they wouldn’t allow it, but that’s just speculation on my part.

If takes off the way did, this could be a huge advantage for the music fan. Artists might spend more time and creativity on videos again (ala the Tom Petty videos of the 80s). While some artists are against videos because they don’t want their songs to be remembered as videos (RE: Pearl Jam), other artists embrace the music video format. And I would love to see some of my favorite artists put out creative new videos, as well as have the ability to check out their entire back catalog of on-screen gems. Vevo could be a pure delight, or it could end up a pure bust. We’ll start finding out tomorrow. is scheduled to launch on December 8, 2009. Visit to see the site.

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