Vevo, the rapidly growing hub for music videos, has rolled out a free application for Apple's iPhone and iPod Touch.
The site, which debuted last December, is a joint venture between Sony Music Entertainment and Universal Music Group, backed by investment from Abu Dhabi Media and support from Google's YouTube.
The new Vevo app goes beyond several popular music applications in that it enables users to create free playlists that they can enjoy on their mobile devices. Many popular music apps stream custom radio stations, but stop short of letting users pick and choose what they want to hear for free.
Vevo's app also taps into a user's location, showcasing the most popular music videos in a particular region. Users can also share videos with friends via Twitter, Facebook and e-mail.
The company is also using the launch of its mobile app to roll out new original programming. Vevo is introducing Ask:Reply!, a show on which artists such as Ke$ha can answer Twitter-submitted questions from fans.
AT&T has signed on as the exclusive sponsor of the Vevo app.
The service boasts 20,000 videos from more than 7,000 artists.