Vevo launched last December with a Bono-lead star-studded party, and to much criticism from a reluctant online audience. Just half a year has passed, and the video website is now churning out some impressive numbers; the most recent comScore Video Metrix (April 2010) report shows that VEVO video viewership grew 11% to a whopping 43.58M unique viewers, edging ahead of such established online giants as Hulu, Facebook and CBS.

The original concept came from Universal Music Group, was developed and hosted by YouTube, with Google and Vevo sharing the advertising revenue. Vevo now hosts official music videos from three of the four major record labels; UMG, Sony Music Entertainment and EMI. These labels have established dedicated artist channels, and systematically removed much of the ‘home recorded’, similar, or bootleg content from Youtube. Warner Music Group have pulled much of their content from Youtube as of March 2009, but are yet to get into the Vevo deal.

Traditional music video may not be the main reason for their rapid growth. Although, adding hype to these by hosting world-premiers of highly-anticipated videos from the likes of Lady Gaga and Beyoncé (‘Telephone’ has 84m views and counting), Christina Aguilera’s and Rihanna have certainly helped. Providing exclusive access to live events such as MGMT’s performance at a “Live on Letterman” concert (below) has also accelerate viewings.

Vevo has also recently secured the exclusive rights to stream live the June 10 FIFA Word Cup Kick-Off Celebration Concert- a live, high definition global webcast. Immediately following the concert, you’ll be able to watch it on-demand anytime at the website as well as more exclusive and original programming from the artists performing. Vevo videos are currently only available in the US and Canada, but they do aim to launch outside North America this year.

This kind of official event and endorsement has helped edge Vevo ahead as a ‘proper’ video source, as opposed to Youtube’s swamp of grainy home recordings with poor audio, and that also helps them pitch to high-end advertisers and who are uncertain of such user-generated content and would instead be drawn to the likes of Hulu.

So, despite many people’s wariness of the bodies behind the venture, they seem to be pulling in huge numbers. Providing fresh content with value for consumers is the key to it all, and maybe the majors are starting to understand that. They still need to reach out and build relationships with respectable independent labels, to avoid it being something of a ‘big boys club’, and to also allow access to (and promotion for) the huge underground artists and bands that are always just about to blow up. But, maybe, Vevo is blossoming into a credible place for music video online.

Lee Jarvis.

The Music:
Tres Gueros are three brooklynites led by the amorphous producer, Sleazy McQueen. Pulling together a joint of different but like-minded artists, Sleazy wanted to create a different soud than the usual house tracks. Instead You Go was the result. The vinyl release includes remixes from top nu disco names Anthony Mansfield and Neighbour, as well as newcomer Dave Allison. The digital package will include a bonus track from Sleazy McQueen, Leon Louder and a Dave Allison instrumental. The release will be out beginning of April on Wax and available at digital stores shortly thereafter.

The Contest:
With the success of combination of talent that went into the track, it only makes sense to open up the visual representation of the music to newcomers and fresh insights.

Download the original track here:
Tres Gueros – Instead You Go (radio edit) by Headtunes Recordings

The Rules:
Videos must be received no later than April 19, 2010 at 11:59 p.m. Eastern Standard Time (EST). They should be uploaded onto Youtube. You must use the Tres Gueros “Instead You Go” (radio edit) in its entirety. As a contestant, your video will be judged by the public through viewing number and by Headtunes, Sleazy McQueen. In addition there will be some prominent guest judges from the production and music industry.

Although not mandatory, we recommend that you view the video as the end format, not youtube. Compressed files on youtube are expected however shooting to the highest resolution is recommended for future promotional use.

By submitting your video to the contest, as described by posting it and notifying Headtunes via email of the post, you grant Headtunes irrevocable rights and permissions to all uses, commercial, promotional, & editorial across all media and mediums. Full ownership of video submission resides solely with Headtunes. Headtunes grants the right to submitter to use said track, Tres Gueros Instead You Go (radio edit) for personal and non-commercial use.

The Prizes:
Headtunes will choose one video winner, and the creator will receive a $500 gift certificate to Apple, Headtunes prize pack with t-shirts, vinyl, a bottle of Veuve Cliquot champagne to celebrate your win and your video will also be the “official” music video for Instead You Go. The radio edit and video will be available for free download.

Please email submissions to: headtunes”at”gmail.com

Make sure to include your name, contact info, phone and email, any additional information you want to tell us about yourself and the correct link to the youtube post. Headtunes is not responsible for email or links that are not received for any cause.

The guest Judges:
Q-Burns Abstract Message (Eight-Track) Orlando
Angel Alanis (A Squared Music) Chicago
Al Risi (ARMM) NYC

Sponsored By:
Ninjafinder

Headtunes:
Headtunes was formed in 2005 by Paul Petrick, John Davis, Marc Ellison, and designer Scott Ellison. They started by throwing parties and loving great beats. They set out to expose music and producers that they were into: Headtunes became that outlet. Headtunes criteria is simple….. all about House music, from techy beats, deep and funky melodies and everything in between.

Lee Jarvis

Shortly before his death in January 2008, actor Heath Ledger directed a music video for the song “King Rat” by American indie rock band Modest Mouse. Released last week, the powerful yet dark video features a group of whales hunting for men to feed to baby seals. Designer Daniel Auber told The Times “it was very important for him to make a video that would make an impact. We needed to have the shock factor because if it wasn’t dark it wouldn’t be impressive, and if it wasn’t impressive nobody would think about what we are doing to wildlife in the ocean”.

King Rat

The video is available to buy at iTunes, and for the first month of release, all proceeds from the download sales will be donated to the Sea Shepherd Conservation Society.

Lee Jarvis.