Vessel Makes Further Headway on Windowing Model

The momentum for Vessel continues. Universal Music Group, the Vivendi-owned music company and significant stake-holder of Vevo, has become the latest partner to window its content to the subscription service that Jason Kilar and his team launched in January.

Consistent with Vessel’s model, UMG will debut music video content first on Vessel and later on free, ad-supported services like YouTube. Videos to be included will range across UMG’s various artists and labels like A&M Records, Capitol Records, Decca, Def Jam Recordings, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, Manhattan, and more. Specific artists weren’t formally announced yet.

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This new relationship arrives at a time when the music industry has become so fractured that most musicians aren’t able to effectively monetize their content on social media. Various companies like Audiosocket, TuneCore, INDMUSIC, and even Omnia have ventured to solve this problem, though not as successfully as the music industry needs.

The move also signals that Vevo may not have the financial impact for artists that it did when companies like UMG and Sony invested in the music video streaming platform.

“Vessel represents the latest business model innovation for premium short-form content,” Lucian Grainge, chairman and CEO of Universal Music Group said in a statement. “Jason and his team recognize the substantial value of the music videos created by our world class roster of artists and have built a platform that promises fans a first-rate experience while providing artists and labels new ways to increase the monetization of their creative work.”