It took seven years, but now it’s finally done: Warner Music is bringing its music videos to Vevo, the music video service.
You can forgive music video watchers if they don’t notice, since most video music watching happens on YouTube, and Warner Music’s stuff is already on YouTube. Most of Vevo’s video views happen on YouTube as well.
But the deal does mean that if you want to watch, say, a Coldplay video on one of Vevo’s own apps, you can do that “imminently,” the two companies say. Vevo, which launched in 2009, hopes the new deal will help bring viewers to its own properties.
And Vevo, which wants to launch a subscription service, thinks it will be in a better position to do that. Because it’s hard to sell a music video subscription service if you don’t have music videos from one of the world’s biggest music labels.
Vevo is owned in part by Universal and Sony, the other two giant music labels. Unlike those two, Warner isn’t investing in Vevo, but is just licensing its videos to the service.
The New York Post first reported on the deal.
This article originally appeared on Recode.net.