Vevo, the music video service owned by major labels Sony and Universal, is working on launching an ad-free subscription service with original content in 2016.
Erik Huggers, who took over the chief executive job in April, announced the plan at the Code/Media conference in Dana Point, California, on Wednesday.
Vevo videos, which rack up 17 billion views a month, would continue to be available for free on YouTube and other platforms, Huggers said.
He did not discuss how much the subscription plan would cost or how it would differ from YouTube Red, a $US10 ($A13.95)-a-month subscription service that also enables ad-free viewing, access to a music-focused app and original videos.
Vevo also aims to popularise its stand-alone app. It opened an office in San Francisco in February with plans to add about 50 employees to its 300-member staff in 2016.
On the sidelines of the conference, hosted by the technology news site Re/code, Huggers said it was important to co-ordinate with Warner Music Group, the other major music label that accounts for one-quarter of industry sales.
At present, videos by Warner-signed artists are on a channel separate from Vevo's YouTube channel, and the company is not an equity partner in Vevo.
Huggers said future co-operation was possible, noting Warner agreed to allow its artists' live performances at the Brit Awards next week to be played on the Vevo channel.
