Miley Cyrus' Wrecking Ball helps Vevo conquer MTV in video views battle

Cyrus' video set a Vevo record attracting 19.3 million views in 24 hours

When Miley Cyrus released a new video of the starlet writhing naked on a wrecking ball, the most delighted viewers were the music and technology giants behind Vevo, the web platform which has outsmarted MTV and sparked a revival of the pop video.

The clip for Cyrus’s "Wrecking Ball" single, in which the singer dispenses with her clothes and licks a hammer, set a record for Vevo, attracting 19.3 million views in the 24 hours after it premiered. The figure had soared to 70 million by Friday.

Founded in 2009, with the backing of traditional rivals Universal Music and Sony Music Entertainment, Vevo has racked up 44 billion views over the past year and describes itself as the “world’s leading all-premium music video and entertainment platform.”

With 250 million users a month, Vevo’s numbers dwarf Spotify, the music streaming service, which claims around 25 million listeners.

Last month, Vevo recorded 609 million views, according to ComScore, crushing nearest rival MTV, which was responsible for 261 million.

With record sales in decline, Vevo was created by the music industry to secure new revenue streams from the huge demand to watch videos for free on laptops and now mobile devices.

Vevo works in partnership with YouTube, syndicating videos to the site and offering high-end advertisers the chance to sell their wares around the clips viewed by millions. Vevo also powers the music videos watched on artists’ Facebook pages.

One Direction first took off in the US after Vevo promoted the band as a breakthrough “lift” artist. More than 50 per cent of Vevo views are now from mobile devices.

Nic Jones, Vevo’s Senior Vice President, International, said: “People wanted to find high-quality, versions of, say, Rihanna’s latest video but it wasn’t easy to do that through a Google search. Vevo was created to make those videos accessible on any platform. Videos now aren’t a marketing tool to sell CDs, they connect artists to fans and make money for musicians and their labels.”

Last month Google, owners of YouTube, bought a 7 per cent stake in Vevo, valuing the company, whose investors include Abu Dhabi Media, at $650 million.

Vevo, which hopes to add the Warner Music catalogue to its database of 75,000 videos, says it has paid out more than $200 million in royalties.

Now Vevo is challenging MTV, which became a global phenomenon on the back of the early 80s pop video explosion, on its own turf. Vevo will create a new channel of 24-hour original programming available via Apple TV set-top boxes and Samsung television sets. Vevo programmes include “Lyric Lines”, a show about using song lyrics by stars such as Justin Bieber to pick up a romantic interest.

Psy rose to international fame thanks entirely to web video views Psy rose to international fame thanks entirely to web video views

The pop video as an art form had been in decline, reflected by MTV’s shift to reality programming. But with new stars such as Psy, created entirely by web video views and a potential audience running to one billion, budgets for videos which “cut through” are increasing.

Mr Jones said: “In the early days of video you’d see a band playing or the artist singing a song. Now you see creative clips which tell a story. When Lady Gaga’s ARTPOP album drops there will probably be a video for every song, not just a couple of singles. Advertisers want to be associated with that.”

Inevitably it is the most salacious clips, like Cyrus’s writhings, which attract the most hits. YouTube pulled the unedited version of Robin Thicke’s "Blurred Lines" video, featuring semi-naked models gyrating but Vevo ran the original alongside a “clean” version.

Mr Jones said: “We are part of the parental advisory scheme but we don’t choose to censor an artist’s content. Viewers actually chose to watch the ‘clean’ Thicke video by 176 million to 40 million views so not everyone is after titillation.”

Mr Jones added: “Right now female artists are blossoming in popularity and they are presenting themselves in a particular way. But music goes in cycles and we’ve a strong feeling that guitar groups are going to come back.”

Have you tried new the Independent Digital Edition apps?
Arts and Entertainment

ebooksNow available in paperback
Arts and Entertainment

ebooks
Arts and Entertainment
Christopher Eccleston (centre) plays an ex-policeman in this cliché-riddled thriller

TV review
Arts and Entertainment
Lena Headey looks very serious as Cersei Lannister in Game of Thrones

TV This TV review contains spoilers
Arts and Entertainment

film
Arts and Entertainment
Wiz Khalifa performs on stage during day one of the Wireless Festival at Perry Park in Birmingham

music
Arts and Entertainment
Festival-goers soak up the atmosphere at Glastonbury

music

Arts and Entertainment
Star Wars creator George Lucas

film

Arts and Entertainment

music

Arts and Entertainment
A shot from the forthcoming Fast and Furious 7

film

Arts and Entertainment
The new-look Top of the Pops could see Fearne Cotton returns as a host alongside Dermot O'Leary

TV

Arts and Entertainment
The leader of the Church of Scientology David Miscavige

TV

Arts and Entertainment
No half measures: ‘The Secret Life of the Pub’

Grace Dent on TV The Secret Life of the Pub is sexist, ageist and a breath of fresh air

Arts and Entertainment
Art on their sleeves: before downloads and streaming, enthusiasts used to flick through racks of albums in their local record shops
musicFor Lois Pryce, working in a record shop was a dream job - until the bean counters ruined it
Arts and Entertainment
Serial suspect: the property heir charged with first-degree murder, Robert Durst
TV review
Arts and Entertainment
Igarashi in her

Art Megumi Igarashi criticises Japan's 'backwards' attitude to women's sexual expression

Arts and Entertainment
Could Ed Sheeran conquer the Seven Kingdoms? He could easily pass for a Greyjoy like Alfie Allen's character (right)

tv Singer could become the most unlikely star of Westeros

Arts and Entertainment
Beyonce, Boris Johnson, Putin, Nigel Farage, Russell Brand and Andy Murray all get the Spitting Image treatment from Newzoids
tvReview: The sketches need to be very short and very sharp as puppets are not intrinsically funny
Arts and Entertainment
Despite the controversy it caused, Mile Cyrus' 'Wrecking Ball' video won multiple awards
musicPoll reveals over 70% of the British public believe sexually explicit music videos should get ratings
Arts and Entertainment
Lena Headey as Cersei Lannister and Ian Beattie as Meryn Trant in the fifth season of Game of Thrones

TV
Arts and Entertainment

book review
Arts and Entertainment
It's all in the genes: John Simm working in tandem with David Threlfall in 'Code of a Killer'

TV review
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    General Election 2015: Chuka Umunna on the benefits of immigration, humility – and his leader Ed Miliband

    Chuka Umunna: A virus of racism runs through Ukip

    The shadow business secretary on the benefits of immigration, humility – and his leader Ed Miliband
    Yemen crisis: This exotic war will soon become Europe's problem

    Yemen's exotic war will soon affect Europe

    Terrorism and boatloads of desperate migrants will be the outcome of the Saudi air campaign, says Patrick Cockburn
    Marginal Streets project aims to document voters in the run-up to the General Election

    Marginal Streets project documents voters

    Independent photographers Joseph Fox and Orlando Gili are uploading two portraits of constituents to their website for each day of the campaign
    Game of Thrones: Visit the real-life kingdom of Westeros to see where violent history ends and telly tourism begins

    The real-life kingdom of Westeros

    Is there something a little uncomfortable about Game of Thrones shooting in Northern Ireland?
    How to survive a social-media mauling, by the tough women of Twitter

    How to survive a Twitter mauling

    Mary Beard, Caroline Criado-Perez, Louise Mensch, Bunny La Roche and Courtney Barrasford reveal how to trounce the trolls
    Gallipoli centenary: At dawn, the young remember the young who perished in one of the First World War's bloodiest battles

    At dawn, the young remember the young

    A century ago, soldiers of the Empire – many no more than boys – spilt on to Gallipoli’s beaches. On this 100th Anzac Day, there are personal, poetic tributes to their sacrifice
    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves

    Follow the money as never before

    Dissent is slowly building against the billions spent on presidential campaigns – even among politicians themselves, reports Rupert Cornwell
    Samuel West interview: The actor and director on austerity, unionisation, and not mentioning his famous parents

    Samuel West interview

    The actor and director on austerity, unionisation, and not mentioning his famous parents
    General Election 2015: Imagine if the leading political parties were fashion labels

    Imagine if the leading political parties were fashion labels

    Fashion editor, Alexander Fury, on what the leaders' appearances tell us about them
    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    Phumzile Mlambo-Ngcuka: Home can be the unsafest place for women

    The architect of the HeForShe movement and head of UN Women on the world's failure to combat domestic violence
    Public relations as 'art'? Surely not

    Confessions of a former PR man

    The 'art' of public relations is being celebrated by the V&A museum, triggering some happy memories for DJ Taylor
    Bill Granger recipes: Our chef succumbs to his sugar cravings with super-luxurious sweet treats

    Bill Granger's luxurious sweet treats

    Our chef loves to stop for 30 minutes to catch up on the day's gossip, while nibbling on something sweet
    London Marathon 2015: Paula Radcliffe and the mother of all goodbyes

    The mother of all goodbyes

    Paula Radcliffe's farewell to the London Marathon will be a family affair
    Everton vs Manchester United: Steven Naismith demands 'better' if Toffees are to upset the odds against United

    Steven Naismith: 'We know we must do better'

    The Everton forward explains the reasons behind club's decline this season
    Arsenal vs Chelsea: Praise to Arsene Wenger for having the courage of his convictions

    Michael Calvin's Last Word

    Praise to Wenger for having the courage of his convictions