WMG inks deal with streaming video platform, but it’s not Vevo

Warner Music Group’s artists, including Australia’s Illy, Conrad Sewell and Hands Like Houses, will have their videos featured across more than 80 streaming services, thanks to a new deal with B2B music video provider Vadio.

Vadio announced its first major label licensing deal overnight to distribute WMG acts across streaming music video channels hosted on websites and apps. Its publishers include Virgin Radio Italy, Vizio and MetroLyrics.

Music Business Worldwide reports Warner hasn’t taken any equity in Vadio. However the licensing agreement comes amidst rumours Warner will ink a deal with video giant Vevo, ending its nine-year holdout and joining the two other majors on the platform. If signed, the deal would allow WMG acts to feature on Vevo.com and the Vevo app - but not Vevo’s channel on YouTube.

WMG’s deal with Vadio is being pitched as an added revenue stream for the label’s artists. Ron Wilcox, WMG’s executive counsel of business affairs, strategic and digital initiatives, said: "Vadio’s extensive distribution network of video channels expands the potential for Warner Music artists to connect with new fans, while creating new revenue streams on our artists’ behalf."

Bryce Clemmer, CEO of Vadio, added: "We pride ourselves on empowering new business models that create new revenue streams for content creators and media partners.

"We believe video will get integrated into every digital media destination. Therefore we are making it possible for artists, brands, and media partners to deliver high quality videos by making Warner’s video library viewable across large scale consumer experiences."