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.”

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
Arts and Entertainment
Thomas carried Lady Edith over the flames in her bedroom in Downton Abbey series five

TV
Arts and Entertainment
Ben Affleck as Nick Dunne, seated next to a picture of his missing wife Amy, played by Rosamund Pike

film
Arts and Entertainment
Rachel, Chandler and Ross try to get Ross's sofa up the stairs in the famous 'Pivot!' scene

Friends 20th anniversary
Arts and Entertainment
Lena Dunham

books
Arts and Entertainment
A bit rich: Maggie Smith in Downton Abbey

There’s revolution in the air, but one lady’s not for turning

TV
Arts and Entertainment
Chloe-Jasmine Whicello impressed the judges and the audience at Wembley Arena with a sultry performance
TVReview: Who'd have known Simon was such a Roger Rabbit fan?
Arts and Entertainment
Nick Frost will star in the Doctor Who 2014 Christmas special

TV
Arts and Entertainment
A spell in the sun: Emma Stone and Colin Firth star in ‘Magic in the Moonlight’
filmReview: Magic In The Moonlight
Arts and Entertainment
Friends is celebrating its 20th anniversary this year
TV
Arts and Entertainment
Ben Whishaw is replacing Colin Firth as the voice of Paddington Bear

TV
Arts and Entertainment
Actor and director Zach Braff

TV
Arts and Entertainment
Maisie Williams plays 'bad ass' Arya Stark in Game of Thrones

TV
Arts and Entertainment
Liam Neeson said he wouldn't

TV
Arts and Entertainment

TV
Arts and Entertainment
Meera Syal was a member of the team that created Goodness Gracious Me

TV
Arts and Entertainment
The former Doctor Who actor is to play a vicar is search of a wife

film
Arts and Entertainment

music
Arts and Entertainment
Pointless host Alexander Armstrong will voice Danger Mouse on CBBC

TV
Arts and Entertainment
Pharrell dismissed the controversy surrounding

music
Arts and Entertainment
Jack Huston is the new Ben-Hur

film
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.

    Syria air strikes: ‘Peace President’ Obama had to take stronger action against Isis after beheadings

    Robert Fisk on Syria air strikes

    ‘Peace President’ Obama had to take stronger action against Isis after beheadings
    Will Lindsay Lohan's West End debut be a turnaround moment for her career?

    Lindsay Lohan's West End debut

    Will this be a turnaround moment for her career?
    'The Crocodile Under the Bed': Judith Kerr's follow-up to 'The Tiger Who Came to Tea'

    The follow-up to 'The Tiger Who Came to Tea'

    Judith Kerr on what inspired her latest animal intruder - 'The Crocodile Under the Bed' - which has taken 46 years to get into print
    BBC Television Centre: A nostalgic wander through the sets, studios and ghosts of programmes past

    BBC Television Centre

    A nostalgic wander through the sets, studios and ghosts of programmes past
    Secret politics of the weekly shop

    The politics of the weekly shop

    New app reveals political leanings of food companies
    Beam me up, Scottie!

    Beam me up, Scottie!

    Celebrity Trekkies from Alex Salmond to Barack Obama
    Beware Wet Paint: The ICA's latest ambitious exhibition

    Beware Wet Paint

    The ICA's latest ambitious exhibition
    Pink Floyd have produced some of rock's greatest ever album covers

    Pink Floyd have produced some of rock's greatest ever album covers

    Can 'The Endless River' carry on the tradition?
    Sanctuary for the suicidal

    Sanctuary for the suicidal

    One mother's story of how London charity Maytree helped her son with his depression
    A roller-coaster tale from the 'voice of a generation'

    Not That Kind of Girl:

    A roller-coaster tale from 'voice of a generation' Lena Dunham
    London is not bedlam or a cradle of vice. In fact it, as much as anywhere, deserves independence

    London is not bedlam or a cradle of vice

    In fact it, as much as anywhere, deserves independence
    Vivienne Westwood 'didn’t want' relationship with Malcolm McLaren

    Vivienne Westwood 'didn’t want' relationship with McLaren

    Designer 'felt pressured' into going out with Sex Pistols manager
    Jourdan Dunn: Model mother

    Model mother

    Jordan Dunn became one of the best-paid models in the world
    Apple still coolest brand – despite U2 PR disaster

    Apple still the coolest brand

    Despite PR disaster of free U2 album
    Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

    Despite the result, this is the end of the status quo

    Boyd Tonkin on the fall-out from the Scottish referendum