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"Music video website VEVO, a joint venture between three major record labels and YouTube, is looking to expand its reach beyond Lady Gaga and other established singers with a new music channel dedicated to discovering and showcasing emerging artists.\nAs you can see from the screenshot above, the new channel, officially dubbed \"The Next Wave presented by Schick Hydro,\" is essentially a showcase for upcoming artists.\nThe content of the channel is limited, however \u2014 only artists that are part of major or independent labels affiliated with Vevo can be showcased.  In essence, these artists have already been discovered, but haven't become breakout sensations like Lady Gaga or Taylor Swift.  We'd love to see a system where Vevo users choose their favorites and elevate them to fame, American Idol style.\nVevo has been making big waves of its own in the web video arena \u2014 one in four people who watched web video last month saw a Vevo video, but it relies heavily on a few star artists for its traffic, primarily Gaga.\nThe Next Wave is a good start to diversifying its video base, but we hope we'll see more social elements for discovering artist out of the joint venture soon.\n\n\nFor more entertainment coverage, follow Mashable Entertainment on Twitter or become a fan on Facebook\n\n"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2010/06/22/vevo-launches-new-music-channel-to-discover-emerging-artists/>