admin On Saturday Facebook has introduced official music videos on the platform and introduced a new Music destination on Facebook.
This will let people to view their preferred music videos and come together through music.
Facebook is unleashing hundreds of thousands of music videos in the U.S. starting this weekend — a direct challenge to YouTube, which has had a virtual lock on the internet music-video space for years.
Facebook stated that its debut of official music videos in the States is about more than just watching the videos themselves: Execs say the videos will be wrapped in new social experiences, all designed to encourage people to spend more time in Facebook’s apps.
“Everything we do over here at Facebook in music is about building community and connecting artists and fans,” stated Tamara Hrivnak, VP of music business development and partnerships. “That’s a fundamentally different approach from other companies.” That includes not only YouTube, said Hrivnak — who previously worked at YouTube and Google — but also, more broadly, every other music service.
“Most companies in this space are creating a listening experience,” she said. Facebook carving out a “completely unique space” in music, Hrivnak claimed: “It’s about expressing how you feel.”
For the U.S. promotion, Facebook has inked licensing deals for music videos with the three major music companies like Sony Music Entertainment, Universal Music Group and Warner Music Group, as well as Merlin, BMG, Kobalt, and many independent music labels, publishers and societies. The full catalog of music videos will roll out over the next few weeks.
With its push into music videos, Facebook working to support and promote content produced by artists. In the coming weeks, the company has lined up several exclusive global music video premieres, including from J Balvin, Karol G, Sebastian Yatra, Alejandro Fernandez and Calibre 50. Moreover, influencer and singer Lele Pons will be releasing an exclusive video on Facebook, and Panamanian R&B singer Sech will exclusively release a new video on Facebook, with plans to hype the premiere using live streaming, countdown stickers in Facebook Stories, and fan groups.
For music discovery, computer-crunched algorithms are one thing. But, Nash stated, “There’s nothing more powerful than friends sharing about an artist they love.”
Facebook’s launch of official music videos is part of a continuum of tools to help artists engage their fans, according to Hrivnak, alongside live streaming and other features. She cited artists like Miranda Lambert, J Balvin and Katy Perry as embracing new forms of immersive social engagement on Facebook platforms, by creating augmented-reality filters inspired by their official music videos that give fans a completely new experience.
“Not too long ago, we just pressed ‘play.’ Now it’s the experience of music and the conversation around it,” Hrivnak stated.
The Facebook music videos will include ads in various formats, including a pre-roll ad before the video plays, during the video as an image ad below the video player, and after the music video as a post-roll ad. Hrivnak said Facebook will iterate advertising in the music experience over time. She also confirmed that Facebook has no plans to introduce a subscription-music service.
So what took Facebook as long as it did to introduce music videos? “It’s a purposeful strategy on our part,” Hrivnak informed. “Our differences as a place for music… are about putting music in the hands of people, where people are truly expressive. It’s about mood and the telling of stories.”
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