Universal, YouTube Collaboration To Be Run By Someone Who Sees The Bigger Picture
from the a-good-first-step dept
At the end of March, in a totally separate post, I wrote about my surprise at seeing my fellow keynote presenter at the Leadership Music Digital Summit, Rio Caraeff of Universal Music, present a reasonable vision for where the music industry needed to be: getting away from selling "music" and in creating better, more valuable experiences that simply can't be replicated by file sharing. This was in stark contrast to what Universal Music's own CEO had been saying for years. While Caraeff admitted that it was still a struggle to get this message through to everyone at Universal, he believed in it strongly.
That's why it's noteworthy that Caraeff has now been put in charge of the Vevo project. I'm still not convinced it's anything more than a boondoggle that will go nowhere quickly, but putting Caraeff in charge of it immediately makes it a much more interesting project to follow. The real question is what he does with it, and whether the bosses back at Universal Music actually give him enough free reign to let him turn the site into what it needs to be. I wish I could be optimistic, but given the major record labels' track record in dealing with such things, I still think the chances are pretty slim.