EMI the Latest Major Label to Join Music Video Site Vevo, Along with Universal and Sony

EMI the Latest Major Label to Join Music Video Site Vevo, Along with Universal and Sony
Three of the four major labels have now joined forces with Vevo, the online music video channel that was co-founded by Universal and Sony, and will launch in North America tonight (December 8).

According to Variety, EMI Music, which owns Capital, Virgin, Astralwerks and Blue Note, has announced that it will also provide unique video content to the online service, which will be run through the Google-owned YouTube.

The new partnership will have EMI, along with Universal and Sony, providing video content such as music videos, live performances and behind-the-scenes footage to Vevo, including material by third-party bands and labels that are represented by the EMI Label Service and Caroline Distribution.

"Vevo offers the value of a powerful new environment where our artists can showcase their work and create a deeper relationship with fans," said EMI Music CEO Elio Leoni-Sceti in a statement.

Vevo is owned by Universal, Sony and the Abu Dhabi Media Company, and was first announced in June.

"It will be a higher-quality experience around music and videos than anything else that's currently out there," Rio Caraeff, Vevo's chief executive, said in an interview with the New York Times.

The site claims it will host more than 30,000 music videos by the end of the year, as well as original programming from bands.

As of Tuesday morning (December 8), the only major holdout was Warner Music Group, who has publicly gone to battle with YouTube in the past over its use of the label's video content. However, Vevo says conversations with Warner are ongoing, according to the New York Times. And, according to reports, a number of independent labels are also busy talking to Vevo about using the service.