Vevo: Will They Matter Any More?

Hate to do it, but I dont see how this works out in the way they hoped. I feel like putting Vevo, or at least their importance, on deathwatch.

With Warner Music following EMI by signing on with Hulu to distribute their music videos, it seems less likely that “kids these days” will turn to one site for anything, let alone music videos that will still be widely available across the web.

If Vevo isn’t going to be the one-stop shop, or wholesaler, of music video content and ad opportunities, I can’t imagine that it will save the music industry or generate the kind of revenue that being “THE” music video site would produce. Certainly they can generate high CPMs and be an aggressive platform for online creativity, but their influence on the music industry will be severely curtailed.

This is clearly good news for video ad networks like Tremor Media, Brightroll, BBE, YuMe, and ScanScout who will still have access to significant amounts of online music video inventory (read: premium content) to monetize, as well as rep firms like Outrigger Media, who already has strong promotional relationships and have landed significant deals with the labels.