Is this going where I think it’s going?
Effective March 9th, VEVO will be forcing all registrations through Facebook, a possible prelude to a bigger relationship between the companies. Which is sort of what Spotify did with its all-in Facebook registration requirement, but even more extreme.
According to a note sent by VEVO to registered members this week, the changeover will require all currently-registered users to transfer their accounts over to Facebook (if they haven’t already). And all new registrations will be Facebook logins by default. VEVO first started integrating videos, linking accounts, and updating play activity into Facebook Timelines in September.
That was fun, but the stepped-up hug follows rumors that VEVO is entertaining a much bigger shift towards Facebook, one that would involve ditching YouTube. Which opens a totally different (but also massive) audience, and would give Facebook a considerable content toehold. YouTube currently accounts for as much as 90 percent of VEVO’s traffic.
Since the initial rumor wave, executives close to the situation have pointed Digital Music News to ‘rockiness’ between the VEVO and YouTube camps, though nothing has spilled over. Here’s the full letter sent by VEVO.
Dearest VEVO.com member,
At some point in the last two years you signed up for an account at VEVO.com. We hope you’ve enjoyed your time with us so far.
We’ve learned a lot about what you want from us, and we’re about to unveil an entire new VEVO experience. We plan to give you a first-look at the new VEVO soon, but first we wanted to let you know that as part of the new VEVO we will be offering account registration only through Facebook. As a result we will be able to offer you a more personalized and social VEVO.
If you’d like to save any playlists you have previously created, please visit your current VEVO account and connect it with Facebook today or sometime in the next 7 days. We’ll be moving over to the new VEVO on March 9.
Stay tuned for that sneak peek!