The tenth part of our end-of-year roundup, originally published in the Music Ally report. New to the series? Start from part one.If Pandora and Spotify were two of the success stories of 2010, then Vevo was the third. It's currently delivering around 500 million music video streams a month online and via iPhone. And it's just part of the reformatting of how 'music' and 'television' go together.Along with YouTube, Vevo has proved there is huge demand for music videos online, especially when they are offered for free, supported by ads. A model that provokes some controversy for pure streaming music has been less contentious when it comes to videos – perhaps because the number of videos sold beforehand was too low to justify cannibalisation fears.An important trend for Vevo this year has been its evolution beyond pure music videos, and into more of a programming role, streaming gigs and offering music-focused shows to its online audience. Who could have predicted that the MTV of the Web 2.0 age would be part-owned by the major labels? Actually, maybe it wasn't such a hard prediction, given the way many rightsholders feel they missed out on revenues when the first MTV originally launched.One [...]
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