MUMBAI: Music company, Universal Music Group (UMG), has inked a deal with premium online video service- Vessel. As per the agreement, Vessel will premiere select UMG videos for an exclusive time period before making the content available on free, ad-supported services.

With this agreement, subscribers of the video platform will get early access to videos by UMG artistes. 

The subscribers receive at least 72 hours of exclusive access to short-form, professionally produced content on mobile devices and the web for the price of $2.99 a month. After the exclusive time period, videos posted on Vessel will be made available on general ad-supported online services, including Vessel’s free, ad-supported offering.

In the coming weeks, the label will reveal the names of those artistes whose videos will be featured on the paid service of the video platform which is a San Francisco-based start-up.

UMG, chairman and CEO Lucian Grainge said, "Vessel represents the latest business model innovation for premium short-form content and we are pleased to extend our industry-leading track record of empowering entrepreneurs who are growing the playing field for new content services."

Vessel CEO and co-founder Jason Kilar said, "We are excited to work with Lucian and everyone at Universal. Their team has a real gift for finding talented new voices and helping them reach a wider audience through new platforms like Vessel."