Sony joins Universal Music Group in music video site

In April, Vivendi and Google teamed up to create a new premium music video site called Vevo, which would be fully owned by Vivendi subsidiary Universal Music Group, and built upon the technology Google employs in YouTube. Some consider the project an attempt to create "The Hulu of Music Videos."

Yesterday, Sony announced that is the first of the remaining major labels besides Universal to sign up to provide content for the forthcoming site, which Sony describes as being "built for consumers, advertisers and content owners."

Sony's description quite succinctly explains Vevo's raison d'etre, to create a place where the content quality is high, thereby increasing the value of advertisements, and increasing the amount of money earned by content owners. Music videos will be made available through a Vevo YouTube Channel, though the site itself, and through an embeddable Vevo-branded player when the site opens later this year.