Music video service Vevo announced a series of new features and services today that target an increasingly mobile audience while also establishing more independence from its network of YouTube Channels.

Over the years, Vevo has drawn millions of viewers by leveraging its presence on Google’s YouTube. But over the past year, the company has begun an aggressive product development strategy designed to have a more direct relationship with users outside of YouTube.

The announcement today includes the ability for users to create their own profiles on the service, a new Vevo player for smartphones, and a personalized video feed.

In a statement, the company said users can now create profiles on the web or in their Vevo apps that let them follow favorite artists and create playlists. The profiles can be public or private and will include a list of videos watched.

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The company will also highlight playlists made by its own in-house hosts and curators to help users discover new artists and videos. The company will also debut “Vevo Curators,” a mix of music and social media celebrities who will develop special playlists for the service.

While Vevo has rolled out new iOS and Android apps over the past year, it’s promising the new Vevo player will deliver a more “immersive” experience.

In a press release, the company said: “Needless to say, we wanted to create the ideal player for watching videos, so we designed a brand new one. The Vevo player puts the audience in control. With just a quick swipe you can transition to a full-screen portrait or landscape viewing experience without having to turn your phone around. It’s super easy to manipulate and keep watching videos while you browse other parts of the app.”

The new mobile Vevo player.

Above: The new mobile Vevo player.

With the new profiles, Vevo will now be able to also deliver more personalized recommendations via a redesigned video feed that features motion rather than static images. The company will also use what it calls its “artist graph” and a user’s likes and playlists to generate more recommendations.

“Combine all of these data points together, and you have a tailored feed that knows what you want,” the company says in the release.

The new Vevo video feed.

Above: The new Vevo video feed.