The failure of VEVO gets worse

Despite the ongoing hype by the music industry suits about VEVO being so great, users stay away in droves. Some recent and very contrary views explain some of the issues.

As we noted in an earlier post, VEVO has really low visitor numbers – click here. The news has been getting worse. Even when people visit the site they run away again, fast. Here is the chart to prove it:

bounce rate of vevo compared with youtube and myspace

The higher the Bounce Rate, the less time visitors stay. Google Analytics specialist Avinash Kaushik has stated: “My own personal observation is that it is really hard to get a bounce rate under 20% while anything over 35% is cause for concern. Above 50% is worrying.”

The chart shows YouTube is fabulous, very close to the 20% optimum. Even MySpace, despite its troubles, has still managed to stay below 40%. But VEVO is still climbing, now well into the extreme danger zone.

So it is silliness in the extreme to see Mary McKnight, aka @REBlogGirl at a Major Record Label, make extravagant and incorrect claims about VEVO. She said: “VEVO has really taken off … and is driving in more people than Hulu! The premium content model is leveraging fan base against both artist brand and artist product to deliver exactly what the fan wants – the ON DEMAND ALL ACCESS PASS to their favorite artist. It’s a simple model and it is working on Vevo.”

Except it is clearly not! Why do major music labels continue with this selective blindness to what is really important to fans.

Podcasts Define Web 2.0 Music – billions of downloads each year

The figures are in and the results are inspiring. Old media, large (Murdoch) and small (regional newspapers), are moaning that the web is ruining their business. Radio stations, meanwhile, blow large trumpets about 1% gains in audience share.

Wizard Media podcast digital downloadsThe reality is that the public have been given real choices by Web 2.0 and are moving on from old media. Two quick examples:

  • Wizard Media announce digital downloads increase in one quarter from 241m to 350m
  • Trance Around The World podcast has 21 million listeners per week

Wizard were very happy with a 45% increase in downloads but also announced a very solid 41% increase in audience (5.3 million). Meanwhile, advertising impressions served by Wizard grew from 3.9 million in the second quarter of 2008 to 13.7 million in the second quarter of 2009, an increase of 251%.

Trance Around The World is the podcast from Above & Beyond, a weekly mix available through iTunes or from their own website. Their podcast sits alongside others by Armin van Buuren, Tiesto, Paul van Dyk, Paul Okenfold and hundreds other national and international trance stars.

Therefore TATW is successful in a very competitive market, while 21 million listeners would be an extraordinary achievement for most radio stations. TATW is enabled by the most significant brand of the decade – Apple. Lest you object, look at a few examples of the activity around Steve Jobs:

  • Apple iPod podcast digital downloadsApple is 45 times more profitable than Dell
  • iTunes sells more music than Walmart
  • iPhone and iPod features and quality have revolutionised mobile technology
  • Pixar is the most succesful and profitable studio of the past decade
  • Apple is 6 times more popular as a social brand than Microsoft

While Web 2.0 provided a wonderful potential, it is companies like Apple and YouTube who have defined and raised the standards so much higher than anyone else. And the biggest winners are the public – the music listeners and video viewers – who can choose exactly what they wish to download or stream. Further, the public can now enjoy what they want without the interference of the taste bias or old-media commercial ‘necessities’ of a production or advertising team.

Girl Power – The Top 10 World Concert Tours of 2009

The Top 10 World Concert Tours of 2009 reveal, again, that the girls are on top in music, taking 4 slots to just one by the guys.

Will Lady GaGa hit the top 10 tours in 2010

Will Lady GaGa hit the top 10 tours in 2010

It seems the public prefer the music and vocal talents of modern songstresses, not to mention their entertaining stage shows. In contrast the constant marketing and self-promotion by metrosexual males appears to be falling on deaf ears.

The numbers are impressive too, with hundreds of millions of dollars supporting the claim that the public ignore most critics and their constant bellowing about male musical puppets. The ranks and numbers for the girls are:

2. Madonna :: 2.18 million seats grossing $222m
5. Pink :: 1.55 million seats grossing $102.8m
7. Britney Spears :: 1.09 million seats grossing $94.8m
9. Tina Turner :: 0.8 million seats grossing $86.3m

The bands filling the other top 10 slots were U2 (No.1), Bruce Springsteen (No.3), AC/DC (No.4) and Coldplay (No.10). Classical star Andre Rieu was at No.6 and the joint Billy Joel & Elton John tour made it to No.8.

That’s right, not one solo male star in the top 10 for world tours between Dec 2008 and November 2009. Girls are doing it for themselves – and the public love it.

Top Pop Artists 2008 – Girls Steal the Show

Girls on Top ... in music

Girls stole the show for the Top Pop Artists of 2008 by taking 4 of the top 5 slots.

1. Rihanna – solo and collaborations
2. Chris Brown – especially with Jordin Sparks
3. Leona Lewis – the most beautiful voice
4. Katy Perry – sassy, sexy, classy talent
5. Jordin Sparks – heartfelt and smooth diva

Some may argue that Brown is only there because of his duet with Jordin, and that is probably correct. So maybe the girls took four-and-a-half of the top 5 slots!

For us, all of the girls are making MUSIC rather than the boys who seem locked in their big-production, multi-million-budget, metro-sexual, copycat toons.

Just look at the ENERGY of Rihanna, the RANGE of Leona Lewis, the breathless CATCHYNESS of Katy Perry and the MUSICALITY of Jordin. Can’t find 5 boys to equal those.

Digital Music Sales Milestones

1m _ July 2004
10m _ April 2005
50m _ May 2006
100m _ March 2007
150m _ November 2007