Vevo's CEO Rio Caraeff Opens Up


Just looking at some of Vevo's statistics, seven out of 10 of the top artists' Facebook pages are powered by Vevo, including Katy Perry, Lady Gaga, Rihanna, Michael Jackson. Also, the Vevo app, as you said, was downloaded by 13 million people. What else are you working on? We have a deal with Viacom media networks, which is inclusive of MTV and BET, and all of their channel brands to syndicate videos for them and to provide videos for their online businesses. That hasn't launched yet. But MTV and Viacom are working on integrating our videos, and that will launch hopefully later this quarter. We're ready this quarter to launch our Vevo for Xbox experience, which will go on 30 million Xbox live customers with a Connect optimized experience that you can use your voice or your hand to access all our videos on demand. We also have a new version of our iPhone that just went live that scans your music and playlists and gives recommendations based upon the music you like. We have a big launch of our new platform coming soon, a relaunch of the whole Vevo site. Our priorities for the new year are really simple, more global expansion, launching more optimized locally relevant experiences in countries around the world. Right now, we're in 22 countries. Through our distribution on YouTube, we want to launch in at least six more countries. We're also in discussions on how to get to the TV.

You're redesigning the website to make it more social. Will there be another redesign to offer a premium version of Vevo without ads? We're certainly interested in having multiple revenue streams, so it's likely we will deploy a premium component or tier, but what we're not going to do is to try to charge for something that people can get for free today. We're not going to say you used to get videos for free and now you have to pay for them. We're defiantly not going to do that.

You grew up around music. Your dad was in the industry. How did that influence you and the way you're going after music today? My father was a rock and roll photographer. He designed over 500 album covers in the '70s. So I grew up around music. My godfather was Cheech and Chong. I grew up with Steely Dan, Dolly Partnon, the BGs.

I grew up with a passion for music and the experience of music, and the experience at that time was largely live music, and also the experience of the vinyl album LP, where you had big photos, and tactile experience and a much deeper and immersive experience than you have in some ways today.

But to me, music has been about more than what you listen to, it's about something you can experience and access, and it's a subtle but important distinction. I believe the future of music is not downloading music, it's accessing the experience of music. I also look at it a different way. If you look at 500 years ago or 300 years ago, what was music then? Music was not a product to be bought or sold. I think the future of music is about accessing experiences and not about owning or possessing it. I believe the future of music is much like the dawn of music and my experience growing up with my father in the industry helped inform that.

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