Major! YouTube Announces New “Official Artist Channels” – Combining VEVO & Personal Channels

Published: Thursday 1st Feb 2018 by Sam

As streaming continues to anchor itself as the primary means of music consumption, more pressure than ever is being placed on artists to deliver big numbers on-demand.

Indeed, whereas streams of music video and audio used to serve as an additive measure to the more dominant digital downloads, the roles have reversed.

This has caused for the birth and boom of artists whose success is fuelled primarily by streaming such as Migos, Cardi B, and Lil Uzi Vert. It’s also helped boost acts whose traditional sales aren’t quite blockbuster ala Rihanna. There’s evidence too to suggest that it could very well have been a catalyst for established winners such Beyonce pivoting towards visual-driven roll-outs.

However, streaming hasn’t been as advantageous to all. 

See, part and parcel of the streaming push is the rise and prominence of VEVO, whose “machine” like size and reach have allowed them to help build huge followings for the acts who use their platform. These artists have typically been signed to labels of VEVO partners such as Sony Music, Universal Music, and select indie entities.

This, in effect, has made it quite difficult for many acts not in said equation to compete. For, they’re left to use “normal” YouTube channels (often relegated to drive behind the scenes clips and the like) to push their actual music videos. The end result being lower views than their VEVO counterparts. This has especially been the case for indie talent as well Warner/Atlantic acts – with the few exceptions of the latter being Bruno Mars, Ed Sheeran, and Jason Derulo. 

It’s also put acts who’ve, for example left Sony for Warner, in an odd position. Because in jumping ship, they give up use of their VEVO (and the millions of subscribers accrued) to begin dropping audio and video on their standard YouTube channels. Most of which are often much less populous.

That all looks set to change, though, following a major new announcement from YouTube.

Head below for more on the exciting move, which is set to benefit the likes of Ciara and Rita Ora, as well as veterans like Janet Jackson, in a significant way…

The video giant this week announced that they are gearing up to launch “Official Artist Channels.”

Set for roll-out in the coming weeks, the move will see ONE primary destination created for  each artist. In effect, all of an artist’s channels – including their VEVOs – will be consolidated into one all-encompassing destination.

With the change, subscribers will receive notifications for all content officially uploaded by an artist anywhere on the YouTube platform – whether that be VEVO or their standard YouTube channel.

Peep the explanation video:

While this is a huge development for hundreds of artists, it has sizeable benefits for some of TGJ‘s top names.

Ciara and Rita Ora are two acts who made the move from their Sony Music labels to Warner last year. In doing so, they effectively left behind the millions of subscribers earned on their VEVO channels. CiCi has yet to release, but Rita has and, despite managing to still notch up hits, the disparity between views on her current artist channel and her VEVO are undeniable (i.e 10s of millions vs 100s of millions). With this new system, she’ll now be able to benefit from the reach she built on her previous label/platform. Same with Ci.

Elsewhere there are legends such as Janet Jackson who’ve made the move from the major label system to running her own indie imprint. The end result has seen her YouTube presence become super scattered: some videos on VEVO, others on her personal page, and countless more uploaded by fans. By uniting everything into one official spot, the confusion is somewhat remedied.

The news comes after Warner Music inked a deal with VEVO recently to begin sharing their content on the powerful platform. It also arrives following YouTube’s hiring of respected industry juggernaut Lyor Cohen as its Global Head Of Music.

Put simply, this levels out the playing field for artists and allows them to capitalize on their established brand, catalogue, and followings towards the benefit of their current outleti. For fans, they’ll be able to stay in the loops regardless of whatever label changes happen “behind the scenes.”

Your thoughts?

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  1. The Wig Snatcher February 1, 2018

    About time!

  2. High_Price February 1, 2018

    Ciara is about to SLAY! OUT of all of these Girls she can bring in the Numbers …. She definitely has impact ! She’s been held back , black balled and purposely setup to flop but now the tables are turning and she will receive the past due recognition for her contribution to the culture and her efforts in innovative visuals ! Bring on #C7 Queen …. You are missed dearly #CSquad4Life

    • Tori February 1, 2018

      C7 has been done since April 2017. I know for the first couple months she was still on maternity leave but around November till now, i don’t understand the hold up. I know she’s been using the hashtag #levelup and that’s actually a new registered song by her so maybe that’s the lead single.

      • Audreyherbsburm February 1, 2018

        after they read her for the Instagram post, she may not release that song

      • High_Price February 1, 2018

        I find that hard to believe that part you said the album was completed in April of 2017 when she had JUST signed her new label at Warner Bros on Jan 27th of 2017….and just two months later the album is completed while pregnant? I Highly doubt that holds any truth…… Being that she is a new artist to their label i think their expectations for her are far HIGHER than any other artist given her history “Good and Bad” with that being said , in no way will they rush a release for an artist such as Ciara who needs a custom marketing and promotion campaign as well as a signature sound to capitalize on . If you know anything about the artist on Warner Bro records…they are TOP TIER acts …from John Legend , Bruno Mars , Alicia Keys , and now Cardi B & Ciara . Bruno who just swept the Grammy’s has solidified Warner Bros as the “Go To” Label for Top Tier Talent….. with Millions of dollars being pumped in from the Grammy sweep … being on the Warner Bros talent Rasta just got BETTER ! Now Roll out #C7

  3. Keith February 1, 2018

    Benefit Janet? Hmmmm…..

  4. Bianca February 1, 2018

    Y’all be acting like Beyoncé sells Adele type numbers. If she streamed her music her physical sales would go down too. Actually considering the fact she doesn’t stream her numbers she be extremely higher than what they are! But funny she’s yet to outsell her first album

    • Audreyherbsburm February 1, 2018

      girl… quit talking out of your ass… you just compared a bad b**** to a bad b****, either way.

    • Ashanti February 1, 2018

      she outsells your fav

    • DanYiel Iman February 1, 2018

      She makes her quota with her music 🎶, the difference with Adele is that more Caucasian will flock to her to be that her elevator music is grand!!

  5. Michael Bosket February 1, 2018

    As long it helps Janet Jackson

  6. Datredd23 February 1, 2018

    Rihanna had huge success before streaming was even a thing ! She is number 13 on billboards most successful females album artist

    • Audreyherbsburm February 1, 2018

      not entirely true… most of Rihanna sale success come from digital and single downloads… so she definitel6 benefited from the digital era, which is to thank for streaming. she’s not an album girl

      • Datredd23 February 1, 2018

        You need to check Billboards list then hun because as a whole albums artist she’s 13 among woman of all time ! Not to bad for a so called singles only artist!

      • Meme February 1, 2018

        Rihanna had very successful singles from her very first album in 2005….before digital was even a thing. Don’t try to down play it. Homegirl been striving on all platforms and will continue to because she’s one of the few that moves with the changes.

  7. Ashanti February 1, 2018

    7/11 about to be Diamond

  8. Yasssss February 1, 2018

    That is why Ci didn’t drop her music yet… smart girl. Bring on C7

  9. Mami February 1, 2018

    Ciara will flop like always…but im happy here fans will keep the hope alive.

  10. Mami February 1, 2018

    ain’t nobody checking for janet elevator music..if she comes out with that again…please keep it because NO SLEEP put me to sleep.

    • Kenny February 1, 2018

      She ain’t thinking about u

    • BITCHPLEASE February 1, 2018

      Janet Jackson’s ‘No Sleeep’ Becomes Her Longest-Running No. 1 on Adult R&B Songs

      • Kenny February 1, 2018


    • DanYiel Iman February 1, 2018

      Exactly her whispering is a No-Go!! ✌🏽😂

  11. #TeamTinashe Stan (BUY/STREAM “No Drama” Now Available Everywhere) February 1, 2018

    I dont usually come on here these days but …. Sam still sending shade to Rihanna on here? haha lmaoo

    • Bam February 1, 2018

      Child he still mad she got the career Kelly Rowland never could.

  12. Tori February 1, 2018

    Over_Price, you can believe whatever the hell you want to. I said 90% of the album was complete by April. I didn’t say they where going to use it or if they re-recorded any music. She spent the last three months of 2017 at WB office, you don’t think if they were focused on “top tier” music, they wouldn’t have had her re-record music so she wouldn’t mess up their high expectations for her. And John and Alicia are not under WB.

  13. eric February 1, 2018

    I demand that all of Janet’s videos undergo HD restoration and be made available on her channel immediately.

  14. Latina Chick February 1, 2018

    I am sorry everyone for my racist comments. I am a miserable racist F A G G O T and usually I spread my hate under my Suicide Blonde account but ever since yall started threatening me I hide behind this fake Latin chick account and a few other fake accounts. I take my frustrations out on you black people because you have everything I don’t…love, money, homes, good looks, and a support system. I have nobody, nobody wants to f u c k me, and I am homeless trash.

    • Latina chick February 1, 2018

      Jasmine bless you I know want to be me I don’t blame you I would never want to be a darkie 🦍🦍 first off all bath in bleach make sure you drink most of it so you can be white inside as well as out, glad you have seen the error of your ways spread the word to the rest of your kind hopefully they will follow my instructions as well. Every religion condemns black people what do you think God gave you such things as ebola, sickle-cell and A|DS to get rid off you it’s like the ark part 2. My prays are with you, peace be with you.

  15. Joy February 1, 2018

    Great news for Ciara, Janet & Rita!!! Excellent.

  16. ukreporter1 February 7, 2018

    Don’t try that s*** with Rihanna and streaming. Sam really HAYES Rihanna and will say anything negative and try to peddle #Alternative Facts. Better double check his information on this #BS. Rihanna was doing extremely well before streaming. When did Billboard accept streams? He forgot to mention that part. Rihanna ALREADY had a BOOMING Career with 13 #1s and the top of the game status. That eats away at Sam because no matter what s*** he says about her she still continues to soar. and will continue to do so.

  17. ukreporter1 February 7, 2018

    The #Hate for Rihanna is REAL!! Where is the positive stuff that she is doing. Nothing much to say on that huh?

  18. JOHNVIDAL March 6, 2018


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