As Vevo move closer to launching their first subscription offering they’ve taken notes out of music streamers to give their app some new touches
It’s expected that later this year Vevo will launch a subscription tier of their giant music video service, offering ad-free viewing with the potential for exclusive content like actual programmes. With a refresh to their iOS and Android apps Vevo look to be creating a more appealing platform before launching their paid option.
The update allows users to create profiles with which they can share their music tastes with friends and those who view their profile. On the app’s Feed you can now preview featured videos in portrait as well as landscape in a full-screen video showing you the song, artist, and it’s likes as well as which of your friends liked that video. It’s been designed well so that it still looks gorgeous in portrait view despite not being able to fit the full video in the screen.
Vevo have been smart with the addition of human curated offerings, taking a leaf out of popular music streaming services where machine and human curation has become massively important as a unique selling point. Vevo have got a bunch of high profile music-persons to present curated offerings, including Stereogum’s Scott Lapatine and Rap Radar’s Brian ‘B. Dot’ Miller.
Vevo are also bringing original content in a partnership with The Fader magazine to create unique video content with artists. Going in on a full charm-offensive of new offerings Vevo have also hired three hosts to present short-form videos and create unique playlists: Drewsky, Lizzy Plapinger, and Julz Goddard.
To give their music video service a personalised feel Vevo are using machine learning to create playlists based on what users are listening to, offering similar artists and tracks. They plan to continue improving on this element over time and it is offered alongside Dscvr, Vevo’s offering of content aimed directly at users’ specific tastes.
All their new additions are a sign of Vevo’s move to becoming an established service of it’s own. So far it has built it’s notoriety by releasing music videos through YouTube where the majority of major artists you see come under a Vevo channel. Now Vevo want to strike out on their own and make their own service the true home for the best, expansive library of music videos.
There is still no timeframe for when Vevo plan to launch their paid offering but it’s expected to release later this year.