Music video platform Vevo relaunched its website Thursday with bigger, bolder and more dynamic imagery and a new focus on personalization that mimics the company’s recently-launched iPhone and Apple TV apps.

The new website nudges visitors to sign in, and first-time users are guided through an onboarding process during which they can pick genres and individual musicians they like. After that, the site presents them a mix of personalized recommendations and popular hits in a much more video-focused design: Gone is the newsfeed-like experience as well as a lot of text that the previous version of Vevo.com used.

With the relaunch, Vevo also got rid of Vevo TV, its previous attempt to emulate the original concept of MTV with curated 24-hour video channels. Vevo TV’s existing stations are instead being absorbed in the site’s playlists, still offering non-stop playback of curated music videos, but without the pretense of a scheduled grid that gave the illusion of a live-like experience.

Vevo originally launched Vevo TV three years ago. At the time, the company said that it was even considering to hire VJs to host part of Vevo TV’s programming. But a lot has happened since. Most notably, hired former BBC and Intel executive Erik Huggers as its new CEO, and has since put a lot more emphasis on building out its own platform.

Huggers also announced earlier this year that Vevo will launch paid subscriptions in the coming months. Adding personalization, and nudging people to sign in, could in a way also be seen as a first step towards this paid tier.