Like it or not, the major record labels may have finally cottoned on to this whole Web thing. At least when it comes to the sharing and viewing of music videos on the Web.
YouTube, Vevo, Etc.
At the end of 2008 it came time for YouTube to ink new deals for access to the major record labels music videos. Things didn’t quite go according to plan, and Warners ended up removing all of its content from the site.
After many more issues over many more months, Vevo was born. Vevo is a partnership between UMG, Sony, and EMI (but not Warners) which sees one entity controlling the partners’ music videos.
It’s proved very successful, and Vevo is now one of the most popular online video destinations on the Web.
MTV Loses Out
The online destinations of MTV Networks, which include MTV.com, VH1.com, and CMT.com, have lost access to the music video catalog of the Universal Music Group after talks to forge a new deal broke down.
It could get worse for MTV as well, as the three labels which make up Vevo will likely stick together. MTV’s existing deal with Sony ends in a couple of months, and the deal with EMI is up for renegotiation shortly afterwards.
MTV has always had a difficult relationship with the labels, with the latter considering they didn’t get the revenue they deserved from the former’s TV channels. And that rocky relationship has continued on the Web.
Conclusions
Music videos are a big draw online, with the instant accessibility of them meaning the television music channels which dominated for a couple of decades feeling decidedly old hat and unnecessary.
The music labels have woken up to this fact, and are now calling the shots through Vevo. If MTV wants to remain in the online game then it’ll have to eventually capitulate to UMG, Sony, and EMI’s demands.
[Via CNet]
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