Universal Music Publishing Group is launching its own channel on music video portal Vevo, called Behind The Hit Songs.

Chairman and CEO David Renzer announced the news at MIDEM today, saying it’ll be a songwriters channel. “It’s not going to be just Universal writers, we’re going to open it up to the industry,” he said.

Renzer cited one example of Glen Ballard talking about working with Michael Jackson and Quincy Jones.

“You almost feel like you’re in the studio with him and Quincy,” said Renzer. “We’ve shot about half a dozen of these now. We have a rev-share deal with Vevo, and we’re hoping to get a sponsor on board – so it might be Behind The Hit Songs sponsored by American Express.”

What’s Vevo? Vevo is the leading innovative online premium music and entertainment service for consumers, advertisers and content owners that blends the very best in musical content with cutting-edge video technology and a thriving user community powered by YouTube.

For more information check out www.vevo.com.