Vevo is now live in the UK, marking the first expansion of the online music video hub outside of North America. The launch also extends to the Vevo iPhone, iPad and Android apps.
Vevo is the joint venture between Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, with EMI also licensing videos to the service. Warner Music Group is neither involved in the JV nor licensing its content to the site.
Extending into the UK is an important milestone for Vevo, which aims to corner the market for advertising on music videos by acting as the sole source of dealmaking for brands interested in reaching music video viewers. Any other Web outlet that wants to play music videos licensed to Vevo must do so by using the Vevo player, and advertising.
Adding the UK market does two things. First, it gives existing Vevo advertisers access to new eyeballs in a new market. Second, it opens the door to new advertisers based in the UK.
Vevo additionally is in licensing discussions to extend the service's reach into additional countries, with some likely to take place before the end of the year.