By Sahil Patel
Portland-based Vadio can turn audio streams into video content. The startup’s technology is able to identify which audio file is playing and instantaneously play that file’s corresponding video in real time.
As you can imagine, the solution is a pretty attractive option for music-streaming platforms and websites — including and especially those run by radio stations — which can mirror their on-air playlist with a continuous music-video stream online. To date, Vadio has partnered with a slew of radio stations worldwide to embed its video player on their sites.
To enhance the library of music video content that Vadio can send to its streaming media partners, the startup has inked a deal with Vevo, which will offer access to its catalog of more than 100,000 licensed music videos, live concert event programming, and other original content.
It’s a win-win for Vadio and Vevo, according to Vadio co-founder and CEO Bryce Clemmer. “For us, the deal allows us to tap into and work with the largest music video database in the world, outside of YouTube,” he says. For Vevo, the deal enables the company to expand its footprint in long-form streaming video.
Vevo already offers a continuous stream of content via Vevo TV, but this deal brings that format to third-party sites and platforms.
And it’s monetizable. Vadio opens up inventory for video ads whenever the audio stream from the radio station or streaming platform pauses for a commercial break. And the way Vadio’s technology is set up, the ads on its video player don’t have to match those that have been sold for the audio stream, opening up a whole collection of new premium video inventory.
As part of the deal with Vevo, Clemmer says a certain amount of inventory will be allocated to Vevo, while the rest will be shared by Vadio and its media partners. He declined to specify the exact split between the three.