Vevo is giving up its push to become an alternative to YouTube.
The music video streaming service — which is owned by top record labels Universal Music Group, Sony Music Entertainment and Warner Music Group — announced on Friday (May 25) that it will be shutting down its website and its mobile apps.
Vevo had been marketed as a parallel service to YouTube, where artists could launch their music videos without having to split advertising costs with another content uploader (via Variety).
However, Vevo announced in a blog on Friday that it will refocus all of its efforts on growing its brand on YouTube, and will move its original series to that platform as well moving forward.
“We will phase out elements of our owned and operated platforms,” the company announced in an extended blog post. “Going forward, Vevo will remain focused on engaging the biggest audiences and pursuing growth opportunities.’
“Our catalog of premium music videos and original content will continue to reach a growing audience on YouTube and we are exploring ways to work with additional platforms to further expand access to Vevo’s content.”
Those using the Vevo app’s playlist tool will be able to migrate playlists to YouTube. The three major US record labels originally formed back in 2009, with YouTube actually becoming a minority partner later.