Vevo was jointly owned by two major music labels, universal and Sony, and Abu Dhabi media. It has been a major force in the music video distribution- practically invisible.
All major artists on YouTube have signed deals with vevo to promote and upload their music video up on their channel.
Rio Careff, former universal executive who started the venture, explained that the industry had originally licensed its videos to far too many places. "That's good for the consumer, "he said, "but all of those places are selling the same content to advertisers."
Now though, he says, the advertisers have less choice, because the industry, through Vevo, presents a united front.
"Vevo can say to advertisers, only we can present you with 60 million video viewers in the 18-34 demographic. Ubiquity for the fan, scarcity for the advertiser is the best way to maximise the value of the content."
YouTube was officially set up for its audience, letting them upload videos without no hassle and no comments being posted about copyright terms. Since vevo has been launched audience empowerment has been taken away, the YouTube audience feel vevo has taken over their rights, taking down videos which may be copyrighted.
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