The exhibition of music videos on the YouTube provider Vevo, means the music is vertically integrated with all three processes of production, distribution and exhibition being, as the Big Three, Universal Music Group and
Vevo (and YouTube in general) act in synergy with the music videos, with the fans of the artists benefitting the video-sharing website through viewing figures, and the music videos, the paratexts of the music being more easily available and free (the sale of videos on iTunes is made pretty redundant)
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