Since it started in 2009, VEVO has little by little overcome all the negative feedback it received in its initial days.
Users who complained and disapproved of the VEVO - YouTube partnership given it made videos load slowly, have come around as fans and music enthusiasts alike manage to hog the popular YouTube channel.
VEVO is often a joint venture by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media and offers music videos from the top three in the top four major record labels. The other biggie Warner Music Group was initially planning to join the VEVO mania, but instead ended up in bed with MTV Networks.
Weight loss popular artists are listing their official YouTube channels through VEVO, it is remarkable how it has gained in popularity since MySpace's decline. It is usually a good example of building a brand on YouTube, just like other famous YouTubers have during the past, from Smosh to The Fine Bros.
The achievements of VEVO can be measured by the report that states that the company has returned around $200m to rights holders since its launch. Additionally, it hosts live events and contains millions of viewers watching them on its official website.
VEVO follows a philosophy of horses for courses and has partnered with YouTube, MySpace and Yahoo in several places. At present it's focussing its efforts on Australia, Nz, Brazil and the European markets; including its plans to work on local versions of VEVO for every territory.
Recently, VEVO initiated a policy of with an on demand TV Channel (like Netflix) specialized in music in US and Canada, with promises to launch one soon in the united kingdom. Their focus is also in expanding business, specially in the mobile category, which necessarily does not require cell phones. The new apps that let you stream content on iOS, Android, Windows Phones, Xbox and Roku are just a start to VEVO's plans of expanding on the plan for more targeted content for viewers and advertisers.
During the past reports have been stating that VEVO only showcased age appropriate content that will appease advertisers like McDonald's, however it will be changing it later on with more targeted advertising options being offered by the company to advertisers who could rate and judge the type of content they'd be happy to advertise with.
With the economics of profit and branding, what makes it fare to the artists and their fans?
If the numbers are almost anything to go by, fans want to watch the 'official' video with their favourite artists on VEVO's YouTube channel.
The branding and excellence of content has certainly come as a boon for avid music fans who now know where to search for the first look exclusives.
Artists too are not complaining with all the dedicated exposure they may be receiving. Also, things are looking bright for first time talent who would have an overabundance of TV time together with the launch of the new dedicated TV channels.