Collaboration is crucial to succeed. Today’s market requires partnerships with other companies that would benefit and help them to innovate and solve problems quickly. In the case of YouTube and Vevo , YouTube supplies the technology and Vevo provides the music. Nonetheless, the value of YouTube is not only the technology but the big community that visits the website daily. There is no doubt that the partnership between Vevo and YouTube has help Vevo gain a big audience; Vevo gets the majority of its audience through YouTube. Additionally, Vevo is only available in the USA, Canada and UK; however, through the partnership with YouTube, the videos are available to view in more than 200 hundred countries expanding the platform around the world.
Vevo is an example of collaboration itself as well as YouTube. For instance, Vevo is owned by Sony Music Entertainment, Universal Music Group and Abu Dhabi Media. The video hosting technology is provided by YouTube, with Google and Vevo sharing the advertising revenue. Moreover, Vevo offers music videos from three major record companies Universal Music Group, Sony Music Entertainment and EMI.
According to Adam Hyde Et Al, the strength of collaboration of Vevo can be assessed by looking at the following criteria;
Questions of Intention: very strong intentions from each company
Questions of Goals: very strong, main goal is to create a platform that attracts a large audience
Questions of Self Governance: very strong; grants free access to users in a different level, only staff can have administrative privileges to add, edit and change info.
Questions of Coordination Mechanisms: very strong, allows human attention and interaction
Questions of Property: very strong, benefits are divided fairly or equally
Questions of Knowledge Transfer: very strong, in order to have a partnership, communication of ideas and knowledge transfer is needed to succeed
Questions of Identity: very strong, all users are identified with a username
Questions of Scale: very strong, group of contributors is large, collaboration has last at least five years, speed of decision making process varies etc.
Questions of Network Topology: very strong, contributors are can connect to each other via email, network accounts, conference calls, video conferences etc.
Questions of Accessibility: weak, users have free access to the website, however, since Vevo is a read only, it is decision of the company to grant access to a new collaborator.
Questions of Equality: strong, amount of work varies between the different participant. Not everybody has the same responsibility.