YouTube’s Consolidation Of Music Hubs Will Lessen Prominence Of Vevo-Branded Channels

YouTube is making it easier for users to navigate its library of music videos, and that change could limit the exposure of a company that has thrived on the world’s top video site for close to a decade. A blog post has revealed YouTube’s plan to consolidate musician subscribers on its year-old Official Artist Channels, which will decrease the visibility of associated Vevo channels.

Many musicians spread their digital presence across multiple YouTube channels. Justin Bieber, for example, can be found on both his original hub and the Vevo channel that launched once he became famous. Once YouTube’s consolidation goes into effect, however, we can expect all of The Biebs’ videos and subscribers will be united under one roof, making it easier for fans to be notified of new videos and, in theory, allowing Bieber to increase his reach.

According to Variety, his process will only apply to musicians with Official Artist Channels. Their Vevo channels will only appear when they are searched for directly or when YouTube’s advanced search is used. Vevo channels for performers who don’t have Official Artist Channels will still appear in search.

“For artists, uniting your subscribers under one channel means you have more reach to promote your latest releases,” reads a YouTube blog post. “It also gives you (and your team if you’ve got one) control over your presence and the opportunity to engage directly with your fans through YouTube features like Community Posts, Mobile Live and Ticketing.”

Vevo has not yet offered a public comment regarding YouTube’s announcement.