Wednesday, 30 June 2010

Music video site Vevo has a reach of 50m a month, 80% through YouTube

"Almost 30 years after MTV first broadcast that video had killed the radio star, Vevo's music video site launched in December, hoping to revive a format that had been languishing. At 34, Rio Caraeff, a former digital executive at Universal Music, oversees a company owned by Universal, Sony Music and the Abu Dhabi Media Company. He has worked with Google's YouTube site to deliver 50,000 high-definition videos from 8,000 artists on YouTube, on and on sites from AOL to He has secured videos from three large labels, but not Warner Music. Edited highlights of a video interview with appear below.
Six months on from your launch, what scale have you grown to?

We have just under 50m unique visitors each month. It's a significant amount of scale that we've built in a very short period of time, largely due to our partnership with Google. We've built the largest music entertainment network online today.
How much of that traffic is Google/YouTube responsible for?
About 80 per cent of our business comes through the YouTube channel, and about 20 per cent comes off the YouTube channel [from elsewhere]. Our goal is to get to a balanced position fairly soon."
Source: Financial Times, 28th June 2010

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