If you ask people what comes to their mind when you say Vevo, the answer will probably have something to do with the many YouTube pages of musical artists that Vevo sponsors.
Because, let’s face it, if you’re watching a popular music video on YouTube, you’re probably doing that through the artist’s partnership with Vevo. However, the company wants to expand its reach outside YouTube – it wants a native app and a hub for people to discover music.
In other words, Vevo wants to replace MTV, which has become even clearer with the release of its new app for Apple TV; the tech company also has a new Android app. But this push in a new direction hasn’t started today, not even this year.
It was back in 2013 when Vevo started being more than a little icon at the bottom of official videos on YouTube, when it launched its first app. But this Thursday, CEO Erik Huggers offered the press a little more of what’s to come.
As Huggers explained, Vevo is set on investing in a “premium platform for music videos and related original content,” which sounds a whole lot like MTV – right before it went down the hill with reality TV programs.
Even though it’s been a few years since Vevo has started quietly building its multi-platform brand outside of YouTube, the public has yet to express some real interest in it. But Vevo might just get its lucky break with streaming boxes becoming more and more popular.
With Chromecast, Apple TV, and Amazon Fire TV gaining some serious traction among young cord-cutters, Vevo hopes to become a real “channel” –not just on your smartphone.
Since music videos lie at the center of Vevo’s company, it’s only natural for the company to have a tvOS advantage over Spotify and Pandora, which are music-only services. This advantage is what Vevo lacked on mobile.
But with streaming boxes, Vevo could finally build a lasting brand. According to Mark Hall, the head of product, there is still room for progress, especially when it comes to harnessing the power of its immense catalog.
Currently, you might be into Vevo if you’ve aligned your taste in music to the Top 40. If not, you might not even know that the service has other 160,000 videos that could be more suitable or relevant to you.
What’s next? Making Vevo’s apps smarter and more personalized. Even though YouTube drives most of Vevo’s traffic at the moment, things like Apple TV could help the company imagine a standalone brand identity.
Image Source: 9to5mac