• by Wayne Friedman , Staff Writer, January 19, 2011

That's the question Rio Caraeff, president and chief executive officer of VEVO, the big and relatively new music site, is asking.

Careff says music shouldn't be a second class citizen behind other media launches -- especially that music is key part of a TV, movie, or video game launch.

He says VEVO is the third biggest entertainment video site with some 60 million uniques, competing with the likes of Viacom, Time Warner, and CBS. "We are focused on the fan," he says, with some 25,000 videos coming from 7,500 artists.