Music video platform Vevo has released a major update to its iOS app as part of a wider continuing effort to revamp the brand.

Users of the app can now create profiles to share their music preferences with friends, while an update to the main feed means videos play in zoomed portrait view in addition to landscape.

Machine learning has also been introduced to the app’s server back end, offering more intelligent auto-generated playlists based on what users are already listening to.

Additionally, the company has partnered with a handful of original content curators, like Stereogum‘s Scott Lapatine and Rap Radar‘s Brian “B. Dot” Miller, to serve new videos and playlists to users directly through the app.

Back in February, Vevo released its Apple TV app – also soon to be updated – in a move that attempts to pitch it as an MTV-like music video destination for the digital era.

The platform currently has 400 million active monthly users, over half of which view Vevo content through the brand’s mobile app.

Vevo is a free download for iPhone and iPad available on the App Store. [Direct Link]

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Source: MAC ROUMORS