Facebook has confirmed that Official music videos are coming to the platform from this weekend in the United States.
The news was confirmed today (July 31) by Tamara Hrivnak, VP of Music Business Development at Facebook and Partnerships and Vijaye Raji, VP of Entertainment at Facebook in a joint blog.
Said the duo: “Today, we’re adding a new way for people to come together around music by bringing official music videos to Facebook in the US. Starting this weekend, you’ll be able to discover, watch and share music videos from today’s top artists to up-and-coming bands and classics across various music genres on Facebook.”
They add: “In the coming weeks, we’re excited for global music video premieres happening on Facebook, including exclusive music video content from J. Balvin, Karol G, Sebastian Yatra, Alejandro Fernandez and Calibre 50.”
The fact that Facebook – which now boasts over 2.7 billion monthly active users worldwide – not only has music video but exclusive music video will have no doubt pricked up the ears of YouTube’s senior management.
Official music videos were previously licensed and available on Facebook in India and Thailand.
Hrivnak and Raji say this was “the foundation of a music video experience on Facebook” and that now – thanks to deals with the likes of Sony Music Group, Universal Music Group, Warner Music Group, Merlin, BMG, Kobalt and more – they’re able to expand music video into the United States.
“With official music videos on Facebook, we’re creating new social experiences that are about more than just watching the video,” they write.
Users will be able to react to and share music videos on Facebook across the platform’s News Feed, Groups and Messenger.
Facebook is also launching a new destination for Music in Facebook Watch where you can explore music videos by genre, artist or mood, as well as themed playlists like “Hip Hop MVPs,” “Trailblazers of Pop” and “Epic Dance Videos.”
You’ll also find timely playlists like “Popular This Week” and “New This Week.”
Plus there’ll be updates to Artist Pages so fans of specific acts can “find and browse the official music videos of artists you love”.
Add Hrivnak and Raji: “Over time, the experience will become more personalized to your tastes based on artists you follow and videos you engage with.”
The Music destination in Facebook Watch is available on desktop and iOS and Android mobile devices starting today.
Hrivnak and Raji continue: “Artists already use our apps to get closer to fans through sharing everyday moments in Stories, promoting new releases with custom AR effects and Music Stickers, hosting Q&As on Facebook Live, and raising money for important causes through the donate button in Live and Stories. Now, artists will have the opportunity to connect with fans around their official music videos on Facebook, too.
“You can also follow your favorite artists to stay up to date and see their latest music videos and posts in your News Feed. You can follow an artist directly from a music video, and click through from a video to their Page to learn more about them and find information like when they’re performing next and where to buy their music.”
They add: “We’ll continue working with our music partners to build unique social experiences and bring music into the ways people connect and share.
“In the coming weeks, we’ll add more of your favorite music videos to Facebook. And over time, we’ll introduce more features to help music lovers share, discover and connect around music on Facebook. “Music Business Worldwide