Vevo has racked up an absurd number of YouTube views because it is the place where 14 year-olds go to hear the latest Justin Bieber songs. A new venture from the music network will test its viability outside of YouTube waters. Vevo is launching Vevo T, a music channel that will play nonstop music videos on mobile and digital devices.
Vevo TV will be available on multiple platforms, as it will be accessible on iOS, Android, and Windows Phone mobile devices as well as Xbox, Roku, and the Vevo website. Rather than the customizable on-demand feel of Vevo’s YouTube presence, Vevo TV will instead have an old-school MTV vibe. That is, it will be like MTV back when MTV actually played music videos.
A secondary goal of Vevo TV is to free the network from the yoke of YouTube, where it is currently imprisoned as far as public perception is concerned. “It will really help us build our brand off of YouTube,” said Vevo CEO Rio Caraeff. “We’re not putting the channel on YouTube. We’re distributing the channel everywhere else. That means fundamentally it’s a Vevo viewer, and it will help transform the perception as to who we are as a company off of YouTube. It will differentiate us.”
Advertisers such as McDonalds and State Farm have already signed on with the new channel, because as we all know, Vevo is nothing without its beloved ads.