Warner Music Group Partners With Streaming Video Platform Vadio

Warner Music Group
Courtesy Photo

Warner Music Group logo.

WMG becomes Vadio’s first major label partner.

Warner Music Group and b2b music video platform Vadio announced a content agreement on Wednesday that will give Vadio's partners easy access to WMG's trove of artist videos. This marks the first major label partner for the Portland, Ore.-based company, whose network of partners spans 80-plus streaming video channels, including, Vizio and MetroLyrics.

Vadio's curation platform, ChannelMaker, allows its clients to curate music video channels from a library of videos. Ron Wilcox, WMG's executive counsel of business affairs, strategic and digital initiatives, said in a statement that "Vadio's extensive distribution network of video channels expands the potential for Warner Music artists to connect with new fans, while creating new revenue streams on our artists' behalf."

There's good reason to be optimistic about streaming video’s revenue-generating potential. According to the Internet Advertising Bureau, U.S. internet ad revenues jumped 21 percent year-over-year in the first quarter, setting a new Q1 record at $15.9 billion compared to $13.2 billion a year ago. A 2015 Nielsen report found that video streaming jumped over 100 percent year-over-year.

"We pride ourselves on empowering new business models that create new revenue streams for content creators and media partners," said Bryce Clemmer, CEO of Vadio. "We believe video will get integrated into every digital media destination. Therefore we are making it possible for artists, brands, and media partners to deliver high quality videos by making Warner's video library viewable across large scale consumer experiences."

The Vadio partnership arrives as WMG nears a content deal with another "V" platform: Vevo. As previously reported, the deal would allow WMG artists' music videos to appear on and the Vevo app.