The last major domino has fallen. Warner Music and Vevo have announced a "milestone partnership" that will bring the label's video music content onto the streaming service and distributed across its digital platforms.
Warner was the last holdout on the video streaming service that is owned by Universal Music Group, Sony Music Entertainment, Abu Dhabi Media and Google. It was set up as a way to prioritize monetization on music content in the early days of YouTube when there was little copyright policing or ads being served in front of videos.
The deal exists outside of YouTube where Warner artists retain their own YouTube channels, as opposed to Sony and UMG who has Vevo maintain accounts for their artists. According to Billboard, it is not an equity deal, unlike Sony and UMG.
"Today marks an important milestone for Vevo as we forge a new relationship with Warner Music Group based on a shared vision of putting artists first and creating a platform that does justice to the music," Erik Huggers, CEO of Vevo says in a press release. "We're excited to partner with Warner Music and bring their artists' content to life through our new mobile and web experiences and across a range of our programming."
It has been rumored that there would be something done between the two sides for about one year.
"We're pleased to have built a flexible and mutually beneficial relationship that will bring additional creative and commercial possibilities to our artists and songwriters," Steve Cooper, CEO, Warner Music Group states. "This partnership is the latest in a recent series of deals that are helping us explore ways to unlock the true value of music videos in attracting and engaging vast audiences."
Vevo has been trying to revamp its image as the go-to place for music video and original content. It relaunched its app last month that Huggers says will help pave the way for more original content and an ad-free subscription plan.
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