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Facebook puts toe in music streaming video with UMG deal

Facebook puts toe in music streaming video with UMG deal

The companies explained that the partnership will give Facebook and Instagram users the ability to upload and share videos that contain licensed music. "Music lovers, artists, and writers will all be right at home as we open up creativity, connection, and innovation through music and video".

In time, both parties say, the functionality will expand to "enable access to a vast library of music across a series of social features" and, eventually, they'll experiment on new music-based products for FB and its affiliates.

Depending on the nature of future music-based social media experiences made possible by this agreement, the impact on the music industry could be palpable.




Of course, Facebook users could previously create videos with copyrighted music and share them to the network. "We are excited to bring that to life on Facebook, Instagram, Oculus, and Messenger in partnership with Universal Music Group", said Tamar Hrivnak, Facebook's head of music business development and partnerships. How far is Facebook off striking similar deals with other major labels and publishers, as well as the independent community?

What sort of advance payment was involved here, given Bloomberg's claim in September that Facebook had set aside "hundreds of millions" for its initial licensing deals? Nonetheless, with companies like Magic Leap partnering with Sigor Rós on audio/visual experiences, it's clear that the upcoming mixed-reality revolution is ripe for giving music a new dimension. The agreement works across all of Facebook's platforms, including its newsfeeds, Instagram and Oculus, according to a joint press release.

The licensing deal could help Facebook better compete with Alphabet Inc's YouTube since music videos are the most popular category on the site, said Brian Wieser, an analyst at Pivotal Research. In the pipeline, it also paves the way for a potential Facebook Music service, which could rival Spotify and Apple Music for on-demand streaming playback.


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