Similar to how Vice has become synonymous with edgy alt-news for the mobile age, Vevo is aiming to become the go-to place to revel in music video culture.

Yet most would struggle to recall its name. It offers 200,000 official music videos that draw 18 billion views a month globally on its popular YouTube channel and its own site and app. Vevo is a bedrock for music videos on the internet. The revamp is the latest attempt by Vevo to establish its own identity apart from the little logo in the corner of YouTube's most popular videos. Vevo's new app introduces a video player that favors 'vertical' viewing, the way most people naturally hold their phones.

'There is a real opportunity beyond.just dropping a song or video in a playlist.' 'This a big bet,' Erik Huggers, CEO of Vevo, said in an interview Thursday.

The online music video company on Thursday launched a sleeker app - its second revamp in less than a year - that adds firepower for personalized recommendations, puts artists on greater display and aims to hone the edge of its original content. Vevo is trying to refashion itself into a service cool enough for you to remember what it is.

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