A spokesperson told Billboard the Vevo website and apps for iOS and Android will be phased out over the coming weeks, with users being sent reminders to transfer their playlists next week. "To be most effective in achieving those goals, we will phase out elements of our owned and operated platforms", announced the company this afternoon.
"Going forward", the company said, "Vevo's Product & Engineering teams will focus on creating tools and product experiences that can drive growth in views and monetization across partner platforms". CEO Erik Huggers departed in December, and Vevo has yet to appoint a permanent replacement. Huggers jumped ship to Bandcamp.
That ultimately could put a hamper on the company's plans to essentially put all of its eggs into the YouTube basket. Previously, Vevo's sales force had the first choice on selling their music clips to advertisers. Apart from this, the company plans to sell its own advertising against its videos. The major labels and YouTube completed deals past year as well. Meanwhile, Vevo loses out. Never mind that all three major music labels originally founded the video hosting service to curb YouTube's unrivaled dominance.
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Vevo is a popular purveyor of online music videos, but most people probably know it best as the little watermark on the corner of more than 300,000 official music videos on YouTube. Basically, for the video hosting service to survive, it now wholly relies on Google's new music streaming service to succeed.
The decision to kill mobile apps and website was made public Thursday morning.
"We will continue to be the primary seller of Vevo-specific advertising on all distribution platforms - including the sponsorship of video premieres". One thing remains clear from today's announcement.