Vevo, the music video site powered by Youtube launches today. The site will feature videos from three of the four major record labels – Sony, Universal and EMI. Warner Music Group is the only one not working with Vevo, although they are working with YouTube.
Professionally produced music videos are the most popular content viewed on YouTube. Now Vevo will offer music fans music video content, along with an online music store offering music downloads, merchandise created by artists, concert tickets and more. In the future a music video subscription service, offering both short videos as well as streamed concerts is likely to be added.
Vevo has announced a pre-launch partnership with CBS Interactive and will offer extensive music programming from the vaults of the CBS Interactive Music Group’s properties including Last.fm and more than 90 CBS RADIO music stations beginning next year. “Last.fm and CBS RADIO’s stations are producing a tremendous amount of unique video content every day – from long form concerts such as the “Live on Letterman” webcast series and annual special events, to acoustic performances and one on one interviews,” says David Goodman, President of CBS Interactive Music Group. “We’re excited to be part of the next generation of music video services, and look forward to all the benefits that go along with Vevo’s massive audience and reach including increased awareness of our efforts in this space to new revenue generating opportunities.”
The combination of high quality video along with lyrics and access to lots of information on favorite artists is expected to appeal to advertisers and command top dollars. The site will launch with partnerships with AT&T, McDonalds and Mastercard.
In October, CBS will begin integrating Last.fm into its broadcast radio offerings when it launches an all new station to be broadcast on CBS RADIO’s HD multicast stations in New York, Los Angeles, Chicago and San Francisco and streamed online. CBS says its the first time a music website has been transformed into its own broadcast entity.
“Last.fm’s newest initiative is a novel way for the CBS Interactive Music Group to exercise its radio programming knowledge with a fresh and innovative approach,” said David Goodman, President, CBS Interactive Music Group. “Last.fm has a large and loyal following both here and abroad, and we’re thrilled to be taking this step to expose additional listeners to the world class service.”
The new Last.fm station will feature an eclectic mix of music aggregated and influenced by the service’s user-generated weekly charts, combined with live performances and interviews from the Last.fm studios in New York, and event updates. The new station will expose audiences to underground, breaking and established artists and songs popular with Last.fm’s more than 25 million monthly users.
Last.fm is a social music streaming service where listeners can build stations and recommend them to friends. The music played on this new station will be influenced by what people are listening to on their personalized stations on Last.fm.
Why not? This is an idea that works for a bunch of reasons. Last.fm is a popular music site with a large online following – so why not extend its reach onto another platform such as HD. It makes Last.fm a bigger brand. CBS has the channels, and has made the investment in the HD technology, so this gives them a great source of hot new programming while branding their premier online station Last.fm with a new group of listeners.
I’m not a big believer in HD Radio as much more than a way to diversify over the air programming. (Ultimately, I don’t think it grows radio’s audience.) But broadcasters like CBS are already in pretty deep with the technology, so kudos to Goodman and CBS for coming up with some hip creative programming that highlights all that CBS has to offer.