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The partnership went live Wednesday and was first announced by Vevo via Twitter Wednesday afternoon. A Vevo spokesperson tells Billboard.biz Vevo’s content will be rolled out to additional Yahoo! properties “in the coming weeks and months.”
Yahoo! gives Vevo a way to reach viewers outside of its other syndication partners and its own web and mobile properties. In aggregate, Yahoo! sites reached 173.5 million unique U.S. visitors in February, according to comScore, putting Yahoo! third behind Google sites (220 million) and Microsoft sites (186.6 million).
The deeper partnership with Vevo is part of a “new look” at Yahoo! Music, the company explained in a blog post. The page was redesigned for easier navigation and better discovery of syndicated and exclusive content.
Vevo is a joint venture between Universal Music Group and Sony Music that also includes EMI and independent labels. Its content is syndicated through a number of partners: AOL, MTV, BET, CBS Interactive Music Group (which includes Last.fm and MP3.com), Facebook, Fuse.tv, Univision and a handful of smaller properties such as ArtistDirect.com/Rogue Network, Batanga, MeFeedia and Entertainment Tonight Canada.
Other syndication partners have not adopted the look and feel associated with the Vevo interface, however. The layout of Vevo videos at the Yahoo! Music page has the familiar Vevo look: a black background, a Vevo-branded player in the center of the page, popular Vevo videos on the right column and a video playlist scrolls across the bottom of the page. Videos have pre-roll advertisements and, below the video player, and display advertisements as well.
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Tracee Ellis Ross