VEVO TAPS ONLINE DATA FOR MUSIC RECOMMENDATIONS

Vevo has begun to integrate information from Spotify, Twitter and YouTube to better personalize recommendations for its mobile apps.

Vevo had used the old-fashioned “opt-in” approach: It asked users to approve artists so the site’s algorithms work create a "Spotlight" feed of new music. With the change, someone tweeting about Justin Bieber, The Meat Puppets and Studio One reggae records might well find they’re told to listen to Sublime and Magic!

Furthermore, Vevo is easing the set-up process by letting users choose genres instead of individual artists. The update is live now on Android with an IOS upgrade on tap.

The move is the video site’s latest move to distinguish itself from YouTube via mobile apps and Apple TV. Without exclusive content, Vevo has focused on creating apps to attract new users.

All of which is great news for content providers and rights holders looking to synergize branding impressions across all touchpoints, whatever the hell that means. It's also great for those people who aren't already creeped out by being followed around the Internet by ads for things you looked at last week.