Vevo is known as the world’s leading music video network, giving artists global exposure and providing substantial marketing and promotional support. Artists can publish their music videos on Vevo for several reasons, such as to expand their audience reach, monetize their videos, showcase their music, and increase their fan engagement. Vevo has become an essential part of the music industry and is used by both major record labels and independent artists alike. Though Vevo is known to partner with established artists, there are opportunities for unsigned and indie artists to create a Vevo channel by going through one of their content providers. Why do artists use Vevo? Here is everything you need to know about the platform and how to get a channel to promote your music.
1. What is Vevo? Vevo vs. YouTube
Vevo, short for Video Evolution, is a multinational video hosting service that specializes in high-quality music videos. It was initially formed as a joint venture between major record labels Universal Music Group, Sony Music Entertainment, and Warner Music Group in 2009. Vevo’s primary platform for video distribution is YouTube. Vevo works closely with artists and record labels to ensure that their music videos are presented in the best possible quality, often featuring high production values and professional visual aesthetics.
While Vevo initially operated as a separate website, it later shifted its primary distribution to YouTube, where official Vevo channels were established for individual artists and record labels. These channels feature the artist’s music videos, live performances, interviews, and other related content.
2. What does Vevo do for artists?
Vevo can be very powerful in developing artist’s careers and boosting their visibility. They provide artists with an official channel to showcase their music videos, giving artists a certain credibility and professionalism by being associated with the platform. Because Vevo has an established global audience, artists can tap into a larger fanbase and reach new listeners and music lovers. Vevo also provides artists the opportunity to monetize their music videos and make money through advertising revenue.
Often Vevo will collaborate with artists and record labels to promote music video releases, providing additional marketing and promotional support. They can offer strategic editorial support on Vevo’s social networks as well as customized and promoted playlisting services. They also create Vevo originals, filming around 1,000 original music videos and live sessions every year from both established and emerging artists, creating beautiful content. Overall, they can be used as a resource to help increase visibility and solidify an artist’s standing in the music industry.
3. What are the benefits of being on Vevo?
As stated above, Vevo can do a lot for artists primarily because of their global reach. The benefits of having your music videos on Vevo mainly center around expanding the reach of your project, but also can help your branding and image. Your music can be easily discovered by new audiences worldwide and this could lead to potential opportunities and collaborations. A major benefit of being on Vevo is the credibility and legitimacy that it can bring to your project. If you are associated with Vevo and have an official channel, this can be huge for your reputation as an artist.
In addition, you’ll have access to detailed analytics and insights to track the performance of your music videos and better understand the demographics of your audience. With this type of information, you’ll be able to optimize your promotional strategies or even pinpoint where you can be successful playing live or touring. Lastly, artists can earn royalties everytime their video is watched on Vevo. For now, Vevo pays the highest royalties out of all the other video hosting services. Lastly, if your video does well on Vevo, your track could be shared on partner playlists on music-streaming platforms like Spotify and Apple Music that highlight the top Vevo tracks of the moment.
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4. How to get your music videos on Vevo
How do you get your music videos on Vevo? According to their site, any artist, signed or unsigned, can get their content onto Vevo if they distribute their music through one of their content partners. This includes distributing your music with a major label like Universal Music Group or Sony Music, but also independent distributors such as DistroKid, Upstream Distribution, Venice Music, UnitedMasters, Ditto Music, and more. If you are already working with a major record label that has an exisiting partnership with Vevo, it will be a lot easier to set up your Vevo artist channel. Otherwise, you will have to go through the Vevo for Artists program and submit your videos directly for consideration. Keep in mind that if you’re an independent artist, you will need to go through one of the Vevo content providers to create a channel. Check out how to request a channel through your content provider on the Vevo site here.
5. How much does it cost to put your video on Vevo?
Technically, it doesn’t cost anything to create your on Vevo channel on YouTube. However, some content providers that are partnered with Vevo will charge artists a fee to set up the channel for them. Contact your content provider / music distributor to figure out how they act as the intermediary between artists and Vevo, if they charge a one time fee to set up your channel or a fee per music video upload.
Conclusion: Should I put my video on Vevo?
Why do artists use Vevo? If you want to share high-quality music videos and get global exposure, then Vevo is probably the best place to do so. However, if you’re looking to share a variety of videos such as behind-the-scenes footage, vlogs, and more, then you should probably do this on your personal YouTube channel. Vevo is really all about high-quality music videos and live sessions. By putting your music video on Vevo and setting up an artist channel, you can gain credibility and strengthen your branding in the music industry. The downside to putting your music videos on Vevo is the limited control of your channel and having to go through Vevo first to get your video approved and published. If you are working with a major record label, Vevo may be the perfect catalyst to push your career even further and increase your revenues. For new artists, however, it could be difficult to get your music videos onto the platform in the first place, and stand out from the rest. That being said, some indie labels and artists have successfully partnered with Vevo, contributing to artist development and bringing them more exposure than they could have gotten on their own!
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