Vevo have announced they are set to close their website and mobile apps.
The video hosting site was set up in a joint partnership between Universal Music Group, Sony Music Entertainment, and Warner Music Group in 2009. It only hosts music videos from Universal and Sony.
In an announcement on the company blog, it was explained that Vevo’s objective “is to grow the commercial and promotional value of music videos, fostering deep connections between artists and fans”. In order to “be most effective in achieving those goals”, the post said the company would “phase out elements of our owned and operated platforms”.
Variety has confirmed that means the Vevo website and mobile applications will be shut down. Vevo music videos and original content will still be available on YouTube, while the post said the company is “exploring ways to work with additional platforms to further expand access to Vevo’s content.” User playlists on Vevo will reportedly be able to be converted to playlists on YouTube.
It has also been confirmed that the platform’s original content, including series like dscvr and LIFT, both of which promote new artists, will continue to be made. Vevo also plans to roll out “new formats” in the near future.
“Vevo’s unique programming and cross promotion of content helps artists at every stage of their careers to harness the power of music videos to reach new, global audiences,” the post read. “Connecting artists to new audiences, while helping tell their stories, and growing an advertising-based revenue stream that benefits all of our partners, are key considerations that drive how we develop and adapt our business. Belief in the power of the music videos will always remain at Vevo’s core.”
Vevo also host an annual stage at The Great Escape festival in Brighton. This year’s line-up included Pale Waves and ALMA.