Students find their favorite music videos on YouTube, something different: Channel appears with black background and 30-second advertisement banner on the page that reads, bright red letters, VEVO.
Vevo, launched in December 2009, is a premium YouTube channel containing music videos of the three major record companies in the world: Sony Music Entertainment, Universal Music Group and EMI. In a press release issued December 9, 2009, immediately after the release of the site, Vevo, stated "all movements of YouTube and video streams for music videos from 85 per cent of the music market will be assigned directly to Vevo, creating a large audience of online video."
Rolf Schmidt Holtz, co-Chairman of Vevo, alleges that the company was created for the fans.
"Vevo represents a totally new dimension in music video entertainment," said Holtz "offers fans an innovative way to experience their favorite artists.
Holtz also discussed new, more personal connection with artists with their fans through Vevo, because the work directly from the artist, rather than processing other YouTube users.
While the rest of the videos on YouTube don't come with fancy layout on their channel or long preceding each video ads, they also provide unsigned artists, and many other videographers — relationship with their fans. Jarai Carter, sophomore in ACES, makes video as it was 8 years old and has two channels on YouTube, updating it frequently. She loves the links that it creates between her and her online audience.
"I really like the interaction with people, I don't know," Carter said, when asked about what makes her passionate. "Your family and friends, for the most part, are in favour of what you are, no matter how good or bad. But when you post it online, you can get a feel for other people who know nothing about you as it likes. "
In addition to outlet for creative passions YouTube can also be used as a source of knowledge. Kendra Hardy, sophomore in business, looks at YouTube to find tutorials on different hairstyles or tips on hair care. Hardy also transmits its videos, sometimes with friends, in which she shares how she takes care of natural African American hair.
Although the exchange of information and creativity on YouTube seems to run smoothly for Hardy, YouTube is faced with the basic question of copyright laws. With online media such as YouTube is relatively easy to steal the MEDIA not letting artists’ compensation for their work. YouTube maintains full rights to any videos, but still popular copyright on YouTube.
When asked about the Youtube copyright laws, Carter shrugged.
"I really don't see myself as someone like," Oh I'm going to get rich and famous on YouTube "," say Carter. "This is just what I do for fun. … This is a bit tricky, because you're like, "I did it". But I think that the risk you take when you put anything on the Internet. "
Dr. Jay Rosenstein, Associate Professor of journalism and the creator of several documentaries, awards, more seriously its issues of copyright infringement.
"From the perspective of the film, I just put the pieces of my documentary film online for all," said Rosenstein. "I have my entire film on YouTube, but it is password protected, and I release this password to people or the school who may be interested in purchasing it.
For those interested in publishing videos in their entirety without processing the query Vevo was created. Music channel premium income comes from advertising on the side and before each video, so watching videos at Vevo is completely free.
Rosenstein says that "this is a great way for artists to get credit for their work". "They probably don't make much money from it, but it sounds like a way to provide students with a legitimate source for viewing videos and impede the creation of other illegal sources."
Carter,while YouTube fanatic, prefers to watch music videos on Vevo on the grounds of legality.
"I think that sometimes on YouTube it's hard to find actual, official copies of the music video that it's factual, signed by the artists," says Carter. "Vevo is nice because they are all video artists that were signed, and you know that it is legitimate."
For many other users of the YouTube video source does not matter as much. Vevo music videos show up in search results, YouTube and posted on the website YouTube, which makes it easy to navigate forward and backward.
"It doesn't matter to me;" said Hardy, until kak"â can see the video.
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