Video site Vevo kicks off "Certified" program with Bieber

Wed Jun 6, 2012 12:34pm EDT
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By Piya Sinha-Roy

LOS ANGELES (Reuters) - Video hosting site Vevo has created a new seal of approval to reward music artists whose videos cross the 100 million views milestone and will kick off the program with YouTube star Justin Bieber.

Vevo expects its new 'Certified' program, unveiled on Wednesday with plans to launch on June 12, will become a popular measure of success like a Billboard chart position or the Recording Industry Association of America's designations of silver, gold or platinum record sales.

Currently only 32 music makers, led by Bieber, Katy Perry, Rihanna and Lady Gaga, have been certified as passing the 100 million view milestone, Vevo said.

The certification tracks video view counts across digital platforms including YouTube, mobile and tablet devices and sites including Facebook, AOL and Yahoo! Music.

"It's a very notable achievement of success and dedication from the fans ... people are moving away from buying music and accessing it online, and we wanted to recognize the people connecting to music online," Fred Santarpia, general manager of Vevo, told Reuters.

Vevo will incorporate a small badge next to videos that hit the milestone, and a selected artist will be given a two-week spotlight on the site, featuring exclusive content for fans.

Interviews with artists, behind-the-scenes footage of making videos and an opportunity for fans to meet their idols and present them Vevo certificates in person, with video posted online, are examples of some of the exclusive features.

"The content is a 'thank you' to the fans ... Vevo has done a great job of providing inside access into the world of the artist, bringing fans in touch with their idol, and this will be a once-in-a-lifetime opportunity for fans," said Santarpia.   Continued...

Singer Justin Bieber greets fans at the 2012 Wango Tango concert at the Home Depot Center in Carson, California May 12, 2012. REUTERS/Mario Anzuoni