Universal Music VEVO
The Situation
Universal Music Group, in a new partnership with YouTube, was seeking a strategic partner to design, execute, and deploy an interactive media platform for premium music video content. This service, known as VEVO, would generate new revenue streams for content creators, and provide brand advertisers unprecedented access to a highly engaged audience. This insanely massive undertaking – front end, back end, publishing CMS, and recommendation engine – was designed from the ground up and built within 6 months.
The Impact
In its first three weeks (December 8-31, 2009), VEVO pulled in more than 35 million unique visitors, becoming the most visited music network in the US for that month. Blending UMG’s broad catalog of top artists and content with YouTube’s leading edge video technology and user community, it now does for music videos what Hulu has done for television and movie programming online. Sony has also recently signed on to the effort and will contribute music video content from its vast library.