UMG and YouTube: The Chicken or the Egg?

Universal Music Group's partnering up with YouTube and their parent company Google to showcase their video content is a good move. For one thing it shows that UMG are remembering history rather than avoiding it (anyone remember Napster?). A centralized system for consumers to access the label's content makes good sense.The big question ahead is are more people going to come to YouTube because of the available “higher quality” videos made available through UMG, or are the visits to the new stand alone music site called Vevo going to be the result of YouTube users accidentally stumbling across it? For now I would place my money on the latter of the two just because of the sheer amount of content available to wade through. One thing however is certain and that is a new albeit "still a little frosty" spirit of co-operation seems to be emerging between two companies/industries that have been at odds with each other from day one. Suing your consumer base because they are breaching the old rules of distribution doesn’t work. Finding a new model that address the way people access content in the 21st century does.