Facebook to launch officially licensed music videos in the US next month – ProWellTech
Facebook is preparing to launch officially licensed music videos on its social network in the United States next month, in a direct challenge to YouTube. In the materials reviewed by ProWellTech, Facebook has informed the owners of the pages linked to the artists that they will have to activate a new setting to add their music videos to their page before the deadline of August 1st, at which point Facebook will automatically create a page of their videos if no action had been taken.
Artists will not have to manually upload their videos or provide links, Facebook said to the administrators of the artist’s Page. Instead, by enabling the new setting, the artists are giving Facebook permission to add music videos to their Page, where they can be discovered by fans in the Video tab of the Page. This library will include both the official videos of the artist and those in which they are present, Facebook explained in his marketing materials.
Once enabled, artists can edit or remove their videos from this destination at any time.
Above: screens that describe in detail the artist page that admits how to enable the music video experience
Although artists are strongly encouraged to enable the feature by August 1st, if they choose not to meet or fail to meet the deadline, Facebook will create a separate Music Page in their name entitled “[Artist Name] Official music. “This page will be created and controlled by Facebook and will be accessible by fans via the Facebook Watch tab and a new destination for music videos on the platform.
In an email sent to the owners of the Page (see below), Facebook explained that whenever he receives a new version from a music label, the artist’s Facebook Page will automatically share the video directly on the page’s Timeline. This allows the new video to reach all follower news feeds. The setting for automatic sharing can be turned off at any time.
A partial screenshot of the email to the artists leaked onto Twitter, where it was amplified by social media consultant Matt Navarra. The addition had previously also been reported by other smaller sites. ProWellTech looked at the marketing materials that explained in more detail how to enable the setting on the artists Facebook page.
By enabling the setting, artists are also giving Facebook permission to share aggregate insights into performance with rights holders, including likes, shares, comments, opinions and other engagement data associated with these automatically generated posts, they observed the materials.
In addition, artists can edit automatically generated posts, including title, description, tags and even thumbnails.
Facebook’s expansion into music videos will pose a significant challenge for YouTube, which accounted for 46% of world music streaming outside of China as of 2017, according to an IFPI report. Around the same time, YouTube had claimed that over 1 billion music fans had come to its site to connect with the music of over 2 billion artists. Most recently, the company reported paying over $ 3 billion to the music industry in 2019.
Bloomberg reported late last year that Facebook was negotiating with the three major record labels – Universal Media Group, Sony Music and Warner Music Group – on rights to music videos. The report noted that record labels were interested in an alternative to YouTube, which in their view does not pay enough.
Currently, artists with major U.S. labels have not been able to share full music videos on Facebook due to licensing rights; they could only publish a short preview.
Although Facebook had previously had agreements with labels, attention had been paid to the right to use licensed music in “social experiences” on Facebook, Instagram, Messenger and Oculus. This meant that users could publish personal videos with licensed music in the background without their videos being removed. Previous agreements have also allowed Facebook to test its social experiences driven by music. For example, Facebook tested a Musical.ly competitor called Lip Sync Live and subsequently, a TikTok rival called Lasso, thanks to these agreements. He also launched music stickers on Facebook and Instagram.
Facebook already offers a music video experience in Thailand and India. The company sees video more generally as a main area of interest, as videos help connect users and encourage social conversations. Facebook Watch, a dedicated video destination, emerged due to Facebook’s previous video efforts and continues to expand.
Facebook, reached for comment, declined to offer a statement about its plans.