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Facebook to Integrate Universal Music Group's Music Into Its Platforms

22 December 2017

The deal marks an important milestone in the social company's ambitions to compete with Google's YouTube, now the most popular destination online for listening to music. This deal brings more options for creators and for fans and could potentially allow Facebook to create its own music streaming service, if it so chose. "Going forward, the companies will experiment hand-in-hand to introduce new music-based products to these Facebook platforms, including Messenger".

The agreement aims to foster increased engagement between artists and fans online by first allowing users to upload videos containing licensed music. Over time, this could expand to users being able to access the archives of UMG music as part of the social platforms. While Universal was first, according to Variety, Warner Music may be next to sign on.

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So, on the one hand this is what publishers and labels have been asking for in 2017 - an initial deal to license Facebook for the music contained within user-uploaded videos. "Music lovers, artists and writers will all be right at home as we open up creativity, connection and innovation through music and video", Tamara Hrivnak, Facebook's head of music business development and partnerships, said in a statement. The deal will also include Instagram and Oculus. If later music-based social experiences are deemed indicative of a track's popularity, for example, then it's easy to imagine a scenario in which artists and labels start pushing for Facebook and related "experience" stats to be considered on the Billboard charts.

YouTube is on its way to launch its new paid music service which will be out by March next year.

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Facebook is trying to get people to watch and share more videos.

Universal has certainly been busy on that front: the Facebook announcement comes just days after the company revealed a new licensing deal with YouTube - also a global, multi-year agreement - which is seen as a step towards that platform's new "Remix" streaming service in 2018.

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Facebook to Integrate Universal Music Group's Music Into Its Platforms