Facebook will launch officially licensed music videos in the US starting this weekend – TechCrunch
Facebook confirmed today that it will begin rolling out official music videos to its platform in the US, as TechCrunch first reported, as well as introducing a new music destination in Facebook Watch. The changes, which will take effect from this weekend, will allow Facebook users to discover, watch and share music videos from a wide range of artists, including, for example, Anitta, Blake Shelton, Bob Marley, Diplo, Elton John, Jonas Freres, Josh Groban, Keith Urban, Maren Morris, Marvin Gaye, Miley Cyrus, Nicki Minaj and others.
Although Facebook has already worked with partners in India and Thailand on a similar music experience before today, the US launch is made possible by Facebook’s expanded partnerships with major labels including Sony Music, Universal Music Group, Warner Music Group, Merlin, BMG, Kobalt and other independents.
Facebook tells TechCrunch that its offerings include the full catalog of all major partners and a slew of independents.
TechCrunch earlier this month announced Facebook’s plans for music videos are coming August 1st. We also noted that supported artists were being told that they would soon have to activate a new permission that would allow Facebook to automatically add their music videos to their Page, where they could be discovered by fans on the Page’s Videos tab. . Once enabled, artists will be able to edit or delete their video posts at any time.
However, if this setting has not been enabled, Facebook will automatically generate a separate official music page on behalf of the artist titled “[Artist Name] Official Music”, to enable discovery. This page would be created and controlled by Facebook and accessible via Facebook Watch, although artists could later choose to sign up to include their official videos on their own page.
With the launch, Facebook users will be able to follow their favorite artists and then receive the latest music video releases from those artists in their News Feed as they go live. The “follow” option will be available not only on the artist’s Facebook page, as before, but also directly from the clips themselves.
Clicking on shared posts will take fans to the artist’s Facebook page, where they can browse the Videos tab to watch more officially licensed music.
Music video posts, like all posts on Facebook, can be shared, reacted to and commented on. They can also be shared on News Feed, where friends can discover posts, as well as shared in groups and in Messenger.
The dedicated music section on Facebook Watch, meanwhile, will allow users to explore music by genre, artist name or mood, or through themed playlists such as “Hip Hop MVPs”, “Trailblazers of Pop”, “Epic Dance Videos” or more current playlists. like “Popular this week” and “New this week”.
Videos will also be monetized by advertising, as elsewhere on Facebook Watch. However, unlike some video ads, they do not interrupt the music that is playing. Instead, Facebook tells TechCrunch that the ads will either appear pre-roll, during the video as an image ad below the video player, or post-roll. Those plans could change in the coming weeks as experience unfolds, Facebook notes.
We understand that the company will also apply its personalization technology to the music video experience. As users watch, interact, and share, Facebook Watch’s Music destination will be more suited to your personal tastes and interests.
More social experiences are planned in the future, including user-generated playlists.
“Official music videos on Facebook aren’t just about watching a video. It’s about social experiences, from discovering new artists with friends to connecting deeper with artists and people you love,” “There’s something in our music video catalog for everyone, and we’re excited for people to discover and rediscover their favorites,” Vijaye Raji, vice president of entertainment at Facebook, said.
Facebook says the launch of the new music experience this weekend is just the start and plans to roll out more music to the platform over time.
Facebook’s launch of music videos is seen as a significant challenge for YouTube, which accounted for 46% of global music streaming outside of China. as of 2017, according to a report from IFPI. YouTube, at that time, too claims over a billion music fans have come to its site to connect with music from over 2 billion artists.
More recently, YouTube reported that it had donated more than $3 billion to the music industry in 2019. Music labels, however, have shown interest in an alternative to YouTube, which they say doesn’t pay enough. Financial terms of Facebook’s deal with the labels were not disclosed.
Although Facebook has already made deals with music labels, these were more limited. Artists from major labels, for example, weren’t able to share full music videos due to licensing fees – they could only post a brief preview. The change to include full videos could have a significant impact on how much time users spend on Facebook in the coming months.
The launch follows a month-long Facebook advertiser boycott over hate speech issues on the platform, which some brands have chosen to pursue, the reports say. But the launch of the music video was not timed to encourage an advertiser’s return. According to documents previously reviewed by TechCrunch, the August 1, 2020 date was the planned launch date for some time.
Videos are now one of the many ways artists can connect with fans on Facebook, as the company had previously rolled out tools that allowed artists to promote new releases with custom AR effects and music stickers. to host live Q&A on Facebook Live and raise funds. for important causes via the donate button in Live and Stories.
“The artist/fan connection on Facebook is deeper and more authentic through tools like stories, live effects and custom AR. Official music videos are reborn within this framework – they are part of the way people express their identity and mood and bring a new dimension to the artist storytelling that happens on our apps every day,” said Tamara Hrivnak, vice president of music business development and partnerships at Facebook.