Vevo is launching a rebranded music video app, with the goal of expanding its own brand equity in the eyes of music video watchers. The agenda is to become the premier destination for music video lovers worldwide.
Vevo’s new mobile-focused redesign is more than a fresh coat of paint with a new logo. Updates made inside the app include public user profiles that you can follow for recommendations. You can now start liking other user profiles and have your own profile shared with selected videos you like or playlists you’ve made.
The visual format has also added a feature where you can now watch a music video in portrait format mode. You can always watch the video by flipping your phone on its side but if you want to go Snapchat style and keep your phone in portrait view, the app will automatically adjust the video content to a full screen size to your phone. It crops the video and depending on which music video you are watching, visual aesthetics will vary. However, it is a good feature because there really isn’t that much of a difference in terms of the quality of the video content playing and keeping the visual view centered appropriately while it plays.
An added bonus is how Vevo is taking advantage of curator content. The company says it will use an editorial-style approach through partnerships with music bloggers, hosts, music curators, radio DJs and music magazine The Fader. There is a “Vevo Curators” section in the Spotlight section that will be featured in your feed. Vevo currently announced three: Drewski, YesJulz, and Lizzy Plapinger.
There will also be a more engaging feed which shows more relevant videos.
“We want to take your likes and the related artists of the artist that you’ve liked, we want to take your watch history into consideration and we want to take acoustic similarity into consideration,” says Miguel Alvarado, the company’s VP of data and analytics.
Which basically means that the tech on the backend of Vevo will be paying attention to your behavior and offering more advanced curated suggestions to the kind of music you already seem to like. This is good for the user and will increase user engagement. It will also provide Vevo with data for possible future targeted advertising streams on its platform. Vevo currently brings in a revenue stream by way of such advertising and is also in the process of offering a subscription service to users.
For years, Vevo has been using YouTube as a distribution platform to grow its audience. Content provided comes from the two co-owners Sony Music Entertainment and Universal Music Group. Each month millions of people watch the video content on Vevo’s channel. Vevo says it receives 18 billion views from there 400 million users each month, with 60% of those views coming from mobile devices.
Vevo’s focus is to become the premiere music video destination. By leveraging its strength on YouTube and developing its own upgraded app, Vevo stands a good chance at continuing to grow its user base and taking further steps to dominating its own platform for music fans.