Facebook is bringing a new official music videos feature to its platform in the US, giving artists more ways to promote their work and interact with fans.
Facebook wants to take over YouTube as the destination for music videos and become the place artists introduce their new work. After securing deals with major labels and music publishers over the last few years, Facebook is ready to forth with this plan.
In a blog post last week, Facebook announced the official launch of official music videos on its platform in the US. Users can now easily discover, watch, and share music videos from top artists and up-and-coming bands across all music genres on Facebook.
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The launch of the feature will be accompanied by global music video premieres that will be taking place on Facebook, including exclusive music video content from J. Balvin, Karol G, Sebastian Yatra, Alejandro Fernandez and Calibre 50.
The premiere of the official music video for a new Lele Pons track will take place on Facebook first, and Panamanian R&B singer Sech will be releasing a new video exclusively on Facebook, after engaging fans ahead of time, with tools like Live, countdown stickers in Stories and fan Groups.
As part of its test of the, and to “build the foundation of a music video experience” on its platform Facebook worked with various “partners in India and Thailand.” To launch in the US, Facebook is working with Sony Music Group, Universal Music Group, Warner Music Group, Merlin, BMG, Kobalt, and many other companies in the independent music community, as well as publishers and societies.
Facebook hopes that with the new official music videos feature it will help people come together around music on its platform “creating new social experiences that are about more than just watching the video.” As will any video on Facebook, users can react to music videos, comment on them, and share them across News Feed, Groups, and Messenger. Of course, they can also “discover new artists from music videos shared by friends in News Feed,” connect with other fans, and react to music videos as they premiere.
In addition to the official music video feature, Facebook is also launching a new destination for Music in Facebook Watch where users can explore music videos by genre, artist, or mood, as well as themed playlists.
Facebook says that the experience will “become more personalized” depending on the artists one follows and the videos one engages with. The Music destination in Facebook Watch is now available on desktop and iOS and Android mobile devices.