Warner Music Group finally joins Vevo

Music videos from Warner Music Group artists like Charli XCX will now stream on Vevo.
Image: by Kyle gustafron/for the Washington Post via Getty Images

Vevo, the music-video streaming platform, just snagged licensing rights for Warner Music Group, filling the last big hole in its catalogue as it tries to reboot.

Videos from Warner Music Group artists, who include Aretha Franklin, Charli XCX, Coldplay, Cher, Icona Pop and even the Hamilton cast, will now stream on the Vevo mobile app and Vevo’s website. Of course, most views of both Vevo music videos and Warner Music Group videos happen on YouTube.

Today marks an important milestone forVevoas we forge a new relationship with Warner Music Groupbased on a shared vision of putting artists first and creating a platform that does justice to the music,” Vevo CEO Erik Huggers said in a statement. “Were excited topartnerwithWarner Musicand bring their artists content tolife through our new mobile and webexperiences and across arange ofour programming.

The deal, officially in the works for about a year, comes as seven-year-old Vevo is trying to reboot its company with a strategy for long-term growth. That plan, announced in July, involves creating more original programming and updating Vevo’s product itself through more personalization.

This agreement nabs Vevo the last of the three major record labels to license music for its service, with Warner Music Group following Universal Music Group and Sony Music Entertainment. Warner Music Group is the only one not invested in Vevo.

The licensing deal will help Vevo launch a music video subscription service, as it has said it plans to do. Without Warner Music’s licensing, it would likely be missing too big a chunk of videos to start that subscription service successfully.

Warner’s stable of labels includes Atlantic, Big Beat, Fueled by Ramen and Warner Bros. Records.

Now that Vevo has all three labels under its belt, it might look to expand into social networks, tech platforms and media outlets, the company said. It announced a distribution partnership with The Fader in July.

“Having a complete catalogue from all three majors labels was necessary to realizing this vision as we continue to launch new app features, original shows and work towards our subscription service launch,” the company said.

For its part, Warner Music Group characterized their partnership with Vevo as “flexible” and “mutually beneficial.”

“This partnership is the latest in a recent series of deals that are helping us explore ways to unlock the true value of music videos inattracting and engaging vast audiences,” Warner Music Group CEO Steve Cooper said in a statement.

It’s still not certain if anyone will subscribe to yet another subscription service, or one for music videos. At least if they do, now there won’t be a chunk of popular artists left out.

Read more: http://mashable.com/2016/08/02/vevo-warner-music-partner/