Facebook has acquired the license to launch officially licensed music videos exclusive to the platform. Many people are seeing is as a direct challenge to YouTube, which gains billions of views on music videos on the platform. The launch is expected as soon as next month.
Facebook has notified, encouraging the artists that they will need to toggle a new setting to add their music videos on the platform before August 1st – a page will automatically be created for the music videos on behalf of the artist by the name of "[Artist's Name] Official Music" if no action has been taken by then.
Facebook is overhauling its music discovery department. It has encouraged artists' official page (admins who run the page) to enable the new setting. The new setting will automatically give Facebook permission to add the artists' music videos to their page without them having to manually upload it or even provide a link. The music video will be available for the fans on the page's video tab. The Facebook algorithm will add the artists' own music and the music videos they have been featured in.
The artist's music video will automatically be shared on Facebook whenever Facebook receives a new label. The video will be directly shared on the artists' page's timeline. Automatic sharing can be disabled by the artists' choice in the setting tab of their Facebook page. A partial screenshot of the email was leaked on twitter and further amplified by Matt Navarra, a social media consultant. Before the screenshot, there were a lot of rumors of this addition on Facebook via smaller sites.
Facebook to launch a official Music Videos feature for artists to rival YouTube?— Matt Navarra (@MattNavarra) July 14, 2020
h/t @seaninsound pic.twitter.com/U9Hs9gHcbr
If the automatic sharing option is enabled, Facebook is automatically permitted to share aggregate performance and insights with the appropriate rightsholders. The insights to be shared includes likes, comments, shares, views, and other engagement data. The artists will be able to edit the auto-generated posts from title and description to privacy and thumbnails.
Facebook intentions with official music videos are clear. The expansion of Facebook into music videos will be very significant, considering YouTube is the top music video streaming website in the world. The music videos on YouTube receive more views than any other videos because of its replay value. YouTube brings a lot of audience to the platform who come solely for the music videos. YouTube has music from over 2 billion artists and more than a billion music fans. Facebook will need to be a game-changer if it wants to beat these YouTube stats.