updated 07:55 am EST, Wed December 9, 2009
VEVO carries major labels, sponsors
YouTube late Tuesday unveiled a long-in-development project meant to drive music videos. VEVO provides a larger, streamlined approach to artists' videos than YouTube and organizes their content by more logical categories, such as by the genre or by channels. It still supports common features like embedding but stresses music-friendly features like synchronized text lyrics and direct links to songs when they're available in iTunes.
The service currently launches with videos from EMI, Sony and Universal and already has large sponsors like AT&T, Infiniti and Nikon. However, ads won't necessarily accompany every video and will depend on overall audience behavior. Videos aren't initially in HD but will upgrade in the future.
VEVO is expected to take over for as much as 85 percent of the music video content on YouTube and has potential ramifications for mobile devices' YouTube clients, where native apps are often the only way to reliably access music videos. Clips from VEVO will show up in YouTube searches but will redirect desktop visitors to the new website.