The imminent Mexico launch was announced last week at the Billboard Latin Music Conference by Rio Caraeff, CEO of Vevo. Caraeff told Billboard that the sheer volume of views generated in Mexico had bearing on the decision to launch in that country.
“Mexico certainly in the last year has really exploded in terms of views on youtube,” said Caraeff. “It’s now over half a billion views each month and we see the amount of revenue we can generate from that audience significantly increase.”
Although Vevo is also available in Spain, Mexico becomes only the second Latin American country to offer the service; the first was Vevo Brazil, launched in 2012.
In Mexico, as in other territories, the focus will be on local language and local resources, says Caraeff.
The launch kick-off, for example, will include exclusive premieres of three new music videos from major Mexican stars. Icon Juan Gabriel will premiere a playlist of live concert footage from a recent performance at Palacio Bellas Artes. Pop group Camila premiered the video of "Decidiste Dejarme," the first single from their upcoming third album Elypse (Sony Mexico). And pop/rockers Moderatto will premiere the video for “Voy a Ganar,” Mexicos’ official World Cup song.
Alejandro Hernandez will head content and programming for Vevo Mexico reporting into Ana Strutt, Head of International Programming, and Nic Jones, SVP, International. Hernandez was previously Vevo’s U.S. Latin content coordinator.
Reports surfaced earlier this week claiming Vevo was considering bringing on Goldman Sachs to assist the platform's owners Universal Music Group, Sony Music, Google and Abu Dhabi Media in a possible sale.