YOUTUBE MUSIC DRIVES VEVO STRATEGY SHIFT

Vevo is responding to the arrival of YouTube Music by phasing out its mobile apps and web site to focus on its music video distribution efforts.

The company announced that its “objective is to grow the commercial and promotional value of music videos,” adding that it would explore ways to work with platforms other than YouTube “to further expand access to Vevo’s content.”

The company will continue to sell Vevo-specific advertising and offer national, local and multi-cultural packages. “Vevo will invest in original content including our flagship dscvr and LIFT emerging artist programs, as well as new formats that we plan to roll out shortly.”

Vevo’s distribution deal with YouTube expires this year opening possibilities of the service migrating to a new home, perhaps one looking for video content that wants to expand music-oriented offerinsg such as Facebook or Spotify.

While the company says viewership averages 25b views per month, the company’s CEO, Erik Huggers, is on his way out and its CTO, Alex Nunes has already left. Both moves are reportedly connected to Vevo shifting away from a possible subscription model and the apps.