Vevo Arrives: Test Driving the Labels' New Video Streaming Site

December 9, 2009 12:00 AM ET

Vevo, the new video streaming Website being touted as the next decade's MTV by the record companies that founded it, finally launched last night with a host of new music videos from 50 Cent, Mariah Carey and Lupe Fiasco. Google's YouTube and three of the four major labels — Universal, Sony and EMI — collaborated on Vevo, which gives labels a premium on the per-views advertising fees, as opposed to the $3-$8 per 1,000 views the labels get from their preexisting YouTube deals.

Enjoy Mariah Carey's new bikini calendar/"H.A.T.E.U." video, courtesy of a Vevo embed, above. Usually when a new site launches, there's still some kinks, but even on its first day Vevo's video quality is clearly superior than YouTube's, running more fluidly and HD than YouTube's often pixellated and jerky clips. The player itself is more streamlined too, making it easier to fast forward and rewind through the clip and access its menu without having to shrink down the playing image. There's also an option to display the lyrics of the song you're listening to on the video itself, almost like closed-captioning. In addition, Vevo boasts quick links to purchase songs on Amazon and iTunes.

Nearly 15,000 videos have already been posted on Vevo, with likely more coming once the Website works out a deal with the last of the majors, Warner Music. The one drawback so far, which we encountered when we embedded their video for Bob Dylan's "Little Drummer Boy" this morning, is that the loading time can sometimes be a bit lengthy, but that will likely improve soon. Searches for music videos on YouTube now present a large Vevo banner to users, suggesting that they instead visit that site, so it's only a matter of time before people begin typing "www.ve..." as opposed to "www.yo..." when they want to watch music videos. In case you're wondering how older videos look on Vevo, check out Nirvana's "In Bloom" below:

Related Stories:
Universal Labels And Google's YouTube Reach Deal For New Video Service
Warner Music, YouTube Reportedly Strike Deal to Restore Videos
Video Sites Announce New Music Features: Hulu Adds Artist Pages, Vevo Sets Launch

To read the new issue of Rolling Stone online, plus the entire RS archive: Click Here

Music Main Next
Around the Web
Powered By ZergNet
Daily Newsletter

Get the latest RS news in your inbox.

Sign up to receive the Rolling Stone newsletter and special offers from RS and its
marketing partners.


We may use your e-mail address to send you the newsletter and offers that may interest you, on behalf of Rolling Stone and its partners. For more information please read our Privacy Policy.

Song Stories

“Whoomp! (There It Is)”

Tag Team | 1993

Cecil Glenn — a.k.a., "D.C." — was a cook at Magic City, a nude dance club in Atlanta, when he first heard women shout "Whoomp — there it is!" Inspired by the party chant, he and partner Steve "Roll'n" Gibson wrote a song around it. Undaunted by label rejections, they borrowed $2,500 from Glenn's parents and pressed 800 singles, which quickly sold out in the Atlanta area. A record deal came soon after. Glenn said the song was meant for positive partying. "If you're going to say 'Whoomp there it is,' and you're doing something negative, we'd rather it not have come out of your mouth."

More Song Stories entries »