Vevo has been taking steps to differentiate its service from YouTube, and its CEO has said that the company is planning to launch a subscription tier for its videos. Speaking at the Code/Media conference, Erik Huggers said that adding a premium offering was likely in the future.

“Just having an ad-supported model is not sustainable in the long run,” he said. Huggers noted that Vevo would continue operating its free service alongside a “more premium” offering. But he did not supply any additional details about a timeline for when that premium membership would launch.

Huggers said his vision is for Vevo to become “a specialty store that only focuses on music, that does justice to music, caters to the audience, offers curation and offers a better experience than what I would call the lowest common denominator of content.” (In other words, fewer cat videos and Internet memes.)