The Doug Morris initiated VEVO.com is set to launch next week but many questions hang in the balance

The music industry like the magazine industry is scrambling to find ways to control their digital destinies.  For the music industry Napster, iTunes and many other online music operations set off a major digital race. One exec who has always tried to stay in the digital mix is Universal Music Group head Doug Morris. Remember back in the late 90's early 2000s when he and Interscope Records boss Jimmy Iovine launched Jimmy and Doug's farmclub.com.  Well now Doug is about to witness the launch of his latest music related brain child an online video destination in partnership with who else but Youtube.com called Vevo.com. OK, so we totally hate the name because it says "we tried really hard to have name we think will catch on".  The site is set to launch next week, but many are questioning it's relevance in a time when many websites carry embedded videos.  We predict it will be short lived because music labels still can't figure out how to give us something interesting and refreshing.