VEVO to Facebook heats up

WILL VEVO CHANGE HORSES IN MIDSTREAM? In last week’s column, I.B. Bad asked: “What will happen when VEVO’s deal with Google/YouTube ends early next year? Could VEVO’s next home possibly be Facebook?” VEVO revealed earlier this week that, effective March 9, it will be forcing all registrations through Facebook, not unlike what Spotify did with its all-in Facebook registration requirement, in a possible prelude to a bigger relationship between the companies, as Digital Music News speculated. According to a note sent by VEVO to registered members this week, the changeover will require all currently-registered users to transfer their accounts over to Facebook (if they haven't already). And all new registrations will be Facebook logins by default. VEVO first started integrating videos, linking accounts and updating play activity into Facebook Timelines in September. Will VEVO completely sever ties with YouTube and live on Facebook? That appears to be a distinct possibility. A VEVO source reiterated that "fans do not necessariily need to log in to use the video site," but can watch anunlimited number of clips without doing so, same as before. (3/1a)