Vevo's Apple TV and Android apps supply a extra custom-made expertise
Ask most individuals what involves thoughts once they consider Vevo, and the reply will in all probability be the huge variety of Vevo-sponsored musical artist pages on YouTube. In case you watch a well-liked music video on YouTube, it is in all probability via the artist’s channel in partnership with Vevo. Nevertheless, the corporate needs to be recognized for extra than simply YouTube — it needs its personal apps and web site to be a spot for individuals to find music and, sure, watch the preferred movies.
To that finish, the corporate rebuilt its iOS app from the bottom as much as supply customers a customized music expertise based mostly on artists they liked and the issues they performed probably the most. At this time, the corporate’s increasing that have to 2 huge platforms: Android and Apple’s tvOS. Each apps launch right now and can be found in Google Play and the Apple TV app retailer, respectively.
Giving customers a deeper, extra custom-made expertise has been a precedence for Vevo since launching that new iOS app final fall. Now, solely each Android and iOS, new customers are prompted to create a Vevo account, inform the app its favourite artists and begin “hearting” movies — that personalization helps Vevo begin serving up tailor-made personalised playlists. Holding individuals within the app means the corporate can begin pushing customers in the direction of its personal unique music-targeted content material, as properly.
“A number of years in the past, the cellular net and app experiences have been principally equivalent,” says Vevo VP of progress and product advertising Aaron Burcell. “The app by no means discovered from the consumer, however when you register and share some information on your self, the app will get so much smarter.” This type of personalised studying will certainly make the expertise of utilizing Vevo’s apps higher, nevertheless it’s additionally desk stakes at this level. And when you consider the truth that YouTube lately launched a music app that has years of your YouTube historical past to attract from to advocate extra music, it seems like Vevo has an uphill battle in entrance of it.
That stated, the brand new Android app is a light-weight and strong device — simply as on iOS, the “highlight” part options movies and playlists custom-made to your pursuits, together with a “new for you” playlist that is up to date each Monday, just like Spotify’s a lot-touted “Uncover Weekly” playlists. There’s additionally prime-10 of the week playlists throughout totally different genres in addition to artist-targeted choices.
Sadly, Vevo nonetheless has a solution to go earlier than the expertise actually feels tailor-made to the consumer. First off, choosing your favourite artists if you first launch the app will probably be an train in frustration in the event you’re not a fan of Prime-forty radio. Once I first launched the app, I used to be inundated with pop stars to rank — but when your music style falls in any respect outdoors probably the most mainstream music you’ll be able to consider, you are going to be ready a very long time to seek out artists so as to add as favorites. Luckily, you possibly can simply seek for particular musicians and add them to your favorites record.
Additionally, the playlists that Vevo serves up does not all the time keep in mind these artist preferences — I gave Justin Bieber a definitive dislike, and but a Bieber-targeted playlist confirmed up in my highlight web page. These are the sorts of issues that Vevo should work on if this app is admittedly going to compete with YouTube, however given the immense breadth of content material the corporate has at its fingertips, it ought to be capable of get there ultimately.
As for the brand new tvOS app, it is very far more of a lean-again expertise, as you may anticipate. By default, you will see a “highlight” playlist that is personalised based mostly in your favorites; it’s also possible to flip proper over to a favorites web page of movies and artists in addition to prime movies by style. When you’re watching a video, you possibly can shortly favourite it from the distant, however a lot of the group options are solely out there on cellular or the desktop. You can too search, however the Vevo workforce imagines most individuals will simply use the app’s searching options to seek out issues they need to watch relatively than use the semi-awkward on-display keyboard.
Both method, Vevo’s ambitions to be a platform in its personal proper (slightly than only a identify you see on YouTube) are clear. And if all you need is a string of the most important names in pop music, Vevo has you coated. Those that want a deeper, extra custom-made music expertise will doubtless need to look elsewhere, however Burcell informed me that the corporate is engaged on making the service work higher for these with extra “eclectic” tastes. As soon as that occurs, Vevo’s apps can be value a better look — however for now, it does not fairly match the depth and breadth of belongings you’ll discover on YouTube.