Vevo’s latest new feature aims to get people watching music videos with their friends, wherever they are and whatever devices they’re on.

It’s called ‘Watch Party’ and is making its debut in Vevo’s desktop service. The company is describing it as “a multiple screen co-viewing experience where users can invite friends, chat, and vote on videos they’d like to see”, although there’s also an option for ‘Host Mode’ where only one of the group gets to choose what videos are viewed.

Up to 100 videos can be added to the queue, with Vevo promising that an “infinite” number of people can join a specific watch party by clicking on its link.

That could open the way for artists and labels to use the feature for marketing purposes: viewing parties around new releases and so on. The feature launches in late March.

In other news, Vevo is revamping the design of its mobile client, starting with iOS. There’s more of a focus on artist stations and playlists curated by Vevo’s in-house team, with ‘New Home’ also personalised for each user.

Vevo mobile app

Visually, the immediate comparison is to Spotify’s mobile app.

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