Is Def Jam Pulling Away From YouTube?

Publishers turned off by lack of revenue, ad control


It's impossible to deny that YouTube is the dominant online video platform, but as competitors offer better terms, publishers are considering other partnerships. Def Jam and video platform Playwire, for example, just announced they will produce unique content together. While the music label will keep its music videos and contract with Vevo—and by extension YouTube—it will now create exclusive interviews, concert footage and behind-the-scenes clips for Playwire.

"We're excited to be working with a platform that recognizes the power, influence and global reach of the Def Jam brand," said David Bell, Def Jam Recordings svp, integrated marketing and digital strategy.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in