The major music labels hope Vevo will do for music videos what Hulu has done for movies and TV shows. In other words, become wildly popular.
Vevo will be a website for music videos and has the backing of co-owners Universal Music Group and Sony Music Entertainment (Abu Dhabi Media Company also owns a stake). On Monday, Vevo announced it had signed up EMI as a video provider, which leaves Warner Music as the only holdout among the four biggest music labels.
"It will be a higher-quality experience around music and videos than anything else that's currently out there," Rio Caraeff, Vevo's chief executive, said in an interview.
Caraeff went on to say that Vevo would host 30,000 music videos by the end of the year, which will include original programs by artists for their fans.
On the technical side, videos will be hosted and streamed by YouTube. Vevo also plans to syndicate videos to a bunch of other sites, a la Hulu.