Vevo is getting increasingly aggressive with its live event strategy, today announcing a deal to webcast the Fifa World Cup Kick-Off Celebration on June 10.

The event is being produced by Control Room, who will handle the filming, editing, etc, while Vevo will act as the broadcaster, and will have exclusive rights to make the archived footage available for on-demand after the event. The concert will feature performances from Alicia Keys, Amadou & Mariam, Black Eyed Peas, John Legend, and others.

The news comes off the heels of its first full concert live-stream of the National earlier this month, which itself followed live streams of shorter Live on Letterman performances from Mary J. Blige and MGMT.

So what’s with the sudden shift into live events for a service that launched primarily as a hub for music videos?

According to Vevo CEO Rio Caraeff, live events are needed to fill the need for “appointment-based” programming—which in turn allows Vevo to create more premium advertising packages to sell to brands—as well as to broaden Vevo’s appeal to viewers by adding a variety of programming.

“While Vevo has made inroads to creating more scarcity around creating high-quality music videos on the Web, it’s still ubiquitous to the advertiser; meaning it’s not something special and unique,” he says. “So if we can create more events that can’t be recreated in that one moment and time, then those have an intangible value to them that is interesting to certain brands that are looking to gather large audiences together at the same moment in time to deliver a message that is very timely.”

He says Vevo has no plans to form its own event production service, but rather will rely on partners like Control Room and AEG to handle those elements while it serves as the face to the advertisers and the viewing public.

The latest traffic figures from comScore show that Vevo's unique monthly viewers across its network jumped 11% in April to 43.58 million viewers.