Universal Music Group Cuts Ties With MTV

The home of Kanye West and The Black Eyed Peas ends relations with MTV, starts exclusively airing videos on VEVO.

As times have changed, the manner in which we receive our media is evolving in various ways. It's no secret that fans are receiving more and more of their information through the web and that may explain the latest news out of Kanye West's home, Universal Music Group. Recently, Universal Music Group ended their relationship with MTV, a change that will exclusively air videos from West and other Universal acts like The Black Eyed Peas on VEVO, effective after this year's MTV Video Music Awards in September.

“MTVN has been unwilling to negotiate a fair syndication deal with VEVO to carry our artists’ videos and consequently our videos will not be shown on their online properties. We believe that using VEVO as our online music video syndication platform is the best way to maximize revenue for our artists, our songwriters and ourselves,” Universal said in a statement, making some wonder if this exclusivity will only pertain to web rights.

MTV also responded, by saying they were "disappointed" with the decision, according to The Wall Street Journal

This news will certainly be talked about at this year's Bandwidth Conference, an event many music labels will attend, including representatives from Interscope, Universal Music Group, Warner Music Group and more. 

Michael Fiebach, who currently works for DJ Shadow, spoke on this change in marketing. 

"I think that the key to effective marketing has always been creativity," he said in an article with SFGate. "However, with the proliferation of easy-to-use internet tools at artist's disposal, the level of creativeness is now more important than ever. It is not original to have a Twitter account. It is more original to respond to each and every Tweet, and Direct Message the most engaged Twitter users with special offers for your Web Store (just one example of MANY). It is even more original to use online analytics tools to pinpoint your demographics, and offer special deals to specific consumers at varying engagement levels; all geo-targeted and location specific."

31 Comments

  • Forch Fabalon

    Now hopefully people will get it out of there head that if your music is hot it on MTV, no fools, its never been about music its about money, so your favorite rapper or artist might not be as big as you think, it was only a matter of time, MTV awards are boring, the same 6 stars from last year, MTV is a network, they dont care about the music, even though the music is what got them here Trust me, this is the first day of the end of MTV as we know it. To the point that they will start showing videos again. What do yall think??

  • lankaistai

    MTV sucks right now, too many reality shows instead of music videos and as for the music videos, music is wack

  • lankaistai

    V sucks, too many reality shows, gosh Trace TV is even way better than MTV right now

  • guess who?

    i just wanted to come in and hate on rachel some more since everyone else is. lol Rachel hello sweetie you there? shut up! the roman catholic church owns universal. got it now kayne for brains? you've been a great audience rachel. catch me this friday at allhiphop

  • guess who?

    i just wanted to come in and hate on rachel some more since everyone else is. lol Rachel hello sweetie you there? shut up! the roman catholic church owns universal. got it now kayne for brains? you've been a great audience rachel. catch me this friday at hiphopgame

  • guess who?

    i just wanted to come in and hate on rachel some more since everyone else is. lol Rachel hello sweetie you there? shut up! the roman catholic church owns universal. got it now kayne for brains? you've been a great audience rachel. catch me this friday at hiphopgame.com

  • Anonymous

    THIS IS THE WACKEST s*** EVERY G-UNIT WASHED UP WITH OUT BUCK!!!!!!HOW PEOPLE STILL ON THE BANDWAGON WHEN THEY AINT HAD A HOT SONG N 5 YEARS!!!!!!!THATS A LONG TIME LAME AS d*** RIDERS.no seriously!!!!!!!!!!!!!!!!!

  • G'

    Sad to hear....music videos shouldd be for TV. Unless you have an advanced computer screen or whatever, music videos just dont look the same...nevermind an advanced sound system. Plus, its not good to see VEVO gaining even more power.

  • TheXTC

    DAMMMMMNNNN it was nice knowing you MTV remember interscope is owned my universal so no more Eminem for MTV

  • Don mcCaine

    Rachael Def Jam is owned by Universal Music Group. Your info is wrong, go to the Universal website and check for yourself. Russell sold his interest in the company years ago. And secondly, it doesn't make a difference if this is a Hip Hop website, your information is still incorrect.

  • miguel Guttierres

    MTV should change their name to RTV (Reality Television) because that's basically all they play, reality shows.

    • Badmofo

      The last time I saw a video on MTV it was at like 4 AM. What a joke. Some artist have dope vids and you will never see them. We can also thank BET for gettin rid of Rap City. Epic fail on MTV & BET's part for changing formats.

  • SexOffenda

    Rachael im gonna rape you in da butt

    • LIL WAYNE

      FUCK OFF HOMO!!!!!!BY THE WAY I'M GONNA FUCK YOU UP YOUR ASS THEN CUM AND SHOVE A KNIFE IN YOUR ASSHOLE BOY!!!

  • DJ Psycho

    PS: Fuck MTV. When they start playing music, they'll be important 2 the music industry.

  • DJ Psycho

    Hey Rachael.... Here's the facts: Russell sold his final shares of DEF JAM in 1999, netting him about a quarter of a billion dollars off rip. Stop talking, OK?

  • nice...

    serves mtv right. play some damn music and stop bullshittin. as a record company, it doesn't make anysense dealing with them they show everything else but music. i've serioously wondered to myself why they still call themselves music television to begin with.

  • jGerson

    Hey Rachael, Def Jam's owned by UMG...

  • Rachael Misek

    umm hello Kanye West is not signed under Universal..he is under Def Jam...HELLO I THOUGHT THIS WAS A HIP HOP SITE.

    • BABYLON SOOTHSAYER 2012

      all you niggas are fags(picking on a little woman)go stick your fingers up your ass and call it a date!!!go cum in a shot glass and drink it...........and go fuck your mother up the hairy ass........FUCKIN FAGGOTS!!!!

    • bblanco

      Yo youre a real retard!! Def Jam is under Universal this is the problem with people who dont even know hip hop commenting.

    • DrebinSlevin

      On your own link it shows that Def Jam is under UMG. It's under "Island Def Jam Music Group". If you looked up your shit you'd realize that UMG merged "Island Records" and "Def Jam Records" way back in 1999. Click on the Island Def Jam link and you'll hear Kanye West's "Power" playing. You must be real dumb to think that you could call people here stupid when you didn't even chech your shit.

    • Badmofo

      Rac-hell Mis-taken, you are one dumb bitch.

    • RIOT

      Girl, get a grip! DJ is owned by UMG. Russels been out for eons!!!

    • shone jones

      Def Jam is under the Universal Music Group. Do your research before you speak out your face like that.

    • Rachael Misek

      Tan your fuckin retarded it is not the record label Def Jam is the second label to produce hip hop music and OWNS ITSELF FUCK HEAD..Russell Simmons OWNS HIMSELF..gawd http://new.umusic.com/Labels.aspx?Group=1 check it out YOURSELF.

    • BMORE

      LOL people just dont know music LOL

    • freshyboi

      theres like 2 labels and they own every other label in the world yo

    • tan

      Def Jam is under Universal, check your facts before looking like an asshole.

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