Music video hosting service Vevo today confirmed that it will “phase out elements” of its owned and operated platforms — namely, its mobile apps and consumer website — in favour of growing current and future partnerships.

The company — co-owned by a coalition of major record labels and tech firms — revealed the news via a blog post uploaded to its official site on Thursday (May 24), stating that the decision to shutter its branded platforms would make it “most effective” in achieving its goals to continue growing the “commercial and promotional value of music videos”.

Going forward, the move will see Vevo’s content distributed primarily through YouTube, with current Vevo users encouraged to convert their Vevo playlists to YouTube playlists, although the company said that it is also exploring ways to work with additional platforms to further expand access to its content.

While Vevo has long reached most of its audience through a distribution deal with YouTube, whose corporate parent Google also owns a minority stake in the company, in recent years, Vevo had tried to break away and reduce its dependence on YouTube by launching a number of slick branded apps for mobile and TV-connected devices — all of which are now expected to fold. (via Variety)