Facebook has announced a new licensing deal with Universal Music Group so editors can add UMG music in their videos across the company’s platforms.
The partnership will allow video creators to add Universal Music in their work before uploading or sharing. It also launches Facebook’s new music-based products across these platforms, including Messenger.
While both companies kept mum on the terms, it is the first deal in history wherein a major music company will license its library for video creation and other social features with Facebook.
Facebook, on its part, has to ensure UMG artists’ works are well-protected and properly compensated across platforms. It includes having the rights experiment with social music features moving forward.
Tamara Hrivnak, Facebook’s Music Business Development and Partnership head, said
There is a magnetic relationship between music and community building. We are excited to bring that to life on Facebook, Instagram, Oculus and Messenger in partnership with UMG. Music lovers, artists and writers will all be right at home as we open up creativity, connection and innovation through music and video.
Michael Nash, UMG EVP of Digital Strategy, added
Together, Facebook and UMG are creating a dynamic new model for collaboration between music companies and social platforms to advance the interests of recording artists and songwriters while enhancing the social experience of music for their fans. This partnership is an important first step demonstrating that innovation and fair compensation for music creators are mutually reinforcing – they thrive together. We look forward to Facebook becoming a significant contributor to a healthy ecosystem for music that will benefit artists, fans and all those who invest in bringing great music to the world.
Both companies kept mum on what music-based products are in the works. The partnership seems engrossed on connecting artists with their Facebook fans. It allows fans to add their favorite tunes in their own videos. It also allows artists to build their community with music through the world’s largest social network.
The Shift to Music Video
Earlier this year, Facebook launched its own video portal called Facebook Watch. The deal will help the company’s effort to shift focus to video.
Other tech companies already have footprints in using music for social networking. This year, Spotify rolled out new tools to manage presence on its service, connect with fans and track releases. Musical.ly is rapidly growing its userbase of young fans who create lip-sync music videos.
The deal will also augment Facebook’s new Sound Collection through UMG’s popular songs.
UMG has existing deals with other companies such as YouTube and Spotify, so it’s not entirely new for it to cross the social space.
Facebook has yet to disclose further info on its future plans using Universal Music for new social features.
With Facebook’s new direction, it may have other plans to close deals with other music companies in the near future. This will be highly likely if it can show proof of boosting sales and revenues through the UMG library.