Vevo Launches in Germany

7:38 AM PST 10/01/2013 by Georg Szalai
Nino Munoz / FOX
Britney Spears' new video will be part of Vevo's monthlong launch promotions in Germany.

The digital music service enters its 13th market with a monthlong promotion campaign -- and some language problems.

Digital music service Vevo on Tuesday launched in Germany, bringing the joint venture's offering into its 13th country.

"Oktoberfest kicks off today in Germany, and Vevo is joining the party," the company said in a blog post. "Today's launch brings Vevo's 75K HD official music videos, live concert events and original programming to viewers in one of the world's biggest music markets."

German consumers can now access Vevo's offerings on the Internet via mobile devices and tablet apps and connected TVs, including services from Apple TV, Xbox and Roku.

“From the day I joined Vevo with a mandate to expand the video platform’s global presence, a launch in Germany was my top priority,” said Nic Jones, senior vp, international. "It took us two years of hard work to get to this day, and I couldn’t be more thrilled."

Vevo's Berlin office is led by Tina Funk.

Vevo is teaming with local and global stars to offer exclusive content to German users via a “31 Originals” campaign. The firm will exclusively premiere "new programming from a carefully curated selection of German artists and international superstars each day throughout October," it said.

On Tuesday, popular German hip-hop group Fettes Brot kicked off the campaign with the world premiere of its new video “Kannste Kommen.” On Wednesday, the service will feature the world premiere of Britney Spears' “Work Bitch.”
 
But the first day of Vevo in the German market also showed that the service isn't quite fluent in German yet. The launch news blog post and its URL misspelled the German word for "welcome." Instead of "Willkommen Vevo!" it said "Wilkkommen Vevo!"

While German media reports and most social media reactions from consumers didn't seem to notice or care, one Twitter user pointed out another small German language error elsewhere on the local site. He wrote -- in German: "Great that you are in Germany now, but you don't know German yet, right?" 

Vevo is a joint venture of Sony Music, Universal Music Group, Google and Abu Dhabi Media.

E-mail: Georg.Szalai@THR.com
Twitter: @georgszalai

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