MTV Reunites With Vevo, Now Has Licensing Deals From All Four Majors
Vevo and MTV have gotten back together, signing a deal that allows MTV to license Vevo's music videos again across all their websites after a dispute caused Vevo to pull their content off the television channel in 2010. The videos returned to MTV on Friday, according to CNet.com.
Vevo, which launched in December 2009 as a joint partnership between Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (with EMI signing on later without an ownership stake), has grown into the number one channel on YouTube, and also has its content licensed on AOL, BET, CBS Interactive Music Group properties (such as last.fm and mp3.com), Facebook, Fuse.tv, and Univision, but the deal with MTV reunites the two companies most synonymous with music videos in one place.
For MTV, which signed an exclusive deal with Warner Music Group in June 2010 to license and sell ads for its music videos, the deal means that the company now has licensing deals with all four major labels, a coup for a brand that began as the destination for music videos but whose standing in that regard has fallen in recent years.
Vevo, meanwhile, seems to be expanding at a rapid pace, with their videos spreading across mobile platforms and gaming consoles (the company announced a deal in October that would put them on Xbox 360 consoles), and plans in the works to branch out into original programming, which CEO Rio Caraeff told Billboard.biz in December would be announced some time in the first quarter this year. From its December 2009 launch through December 2011, the service saw its number of unique visitors double to 55.4 million per month, with the number of videos streamed per month nearing the 1 billion mark.
The company has also been in preliminary talks with Facebook to move its service to the social networking site after its deal with Google-owned YouTube expires next year, though with so much time left on its contract, Vevo's talks with Facebook are still in their very early stages.