Today Vevo announced multiple updates to its video streaming service, with a shiny new brand, creative content and programming features and a total product reboot. Its new mobile app, built again from the ground up, looks likely to pave the way for that long-awaited subscription service by the end of the year.

The news was announced at two press conferences in London and New York today, and the updates will be released over the next 24 hours. When we pressed on the issue of subscription during the London event, Jon Gisby, Vevo’s Head of Europe, told us they “want to get subscription live at some point, hopefully by the end of this year.” We suspect that's a move rightsholders are pushing hard for after their damning crusade against YouTube.

Vevo’s mobile app is still free and ad funded, with new features encompassing similar ones on Spotify and Apple Music. Akin to Spotify, users will have profile pages with social and playlist features.

A personalized feed, meanwhile, looks similar to the Apple Music app; when users open Vevo mobile, they have the option to chose which genres of music and artists they are into, with that data, as well as listening/watching history, being used to recommended videos.

And like Beats 1, Vevo has recognised the importance of trusted curators, who get their own profile pages that users can follow and get new music tips from. From the U.S. are music host Matt Pinfield, hip-hop tastemaker Brian “B. Dot” Miller and metal icon Jamey Jasta. U.K. names include 1Xtra DJ Sian Anderson, Rob Copsey (Official Charts), Georgie Rogers (BBC 6 Music/Virgin Radio) and BBC Radio 1’s Phil Taggart and Daniel P Carter. Elsewhere, a distribution deal with trusted music magazine Fader will see documentaries, short films and artist franchises showcased on Vevo.

Proclaimed Vevo VP Communications Jon Carvill: “Today we’re taking the first steps to reboot Vevo with a refreshed brand that focuses on letting the artist shine, a content and programming strategy that gives us an editorial voice for the first time, and a product that delivers a beautiful and highly personalized user experience for mobile and the web.”

Alongside showcasing exclusive performances, interviews and weekly playlists, emerging artist programme, dscvr, will host original programming with U.S. names like hip-hop influencer Drewski (Hot 97), Lizzy Plapinger (founder of label Neon Gold) and online personality Julz Goddard. Those involved residing Blighty are Maya Jama (Rinse FM), Yasmin Evans (1Xtra) and Taggart, who has his own new music video show launching Friday. Portland rapper Aminé is the latest to be featured in a dscvr episode, with LÉON and Torii Wolf set to take center stage in future.

The platform wants to create more bespoke events for artists and labels following gigs by Ariana Grande, Meghan Trainor and Jack Garratt. Upcoming events that will be available to watch on Vevo include Alessia Cara and Troye Sivan and a Bastille gig in Q3.