Facebook challenges music streaming giants with Universal Music deal

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Right now, if Facebook's regular users upload videos that contain Universal's music, the videos will get taken down.

A few weeks ago, Apple revealed that several of Facebook's products made it to the Top 10 Most Download Apps of 2017.

Tamara Hrivnak, head of music business development and partnerships, Facebook, said of the deal: "There is a magnetic relationship between music and community building".

Facebook's deal with Universal Music Group comes as the world's largest social media site is making a big push into video to keep users on its site and attract advertisers.

Before anything like that, though, there'll be support for sharing music and music videos with other social network users. The move will soon bring UMG's music catalog to Facebook, Instagram, and Oculus.

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Terms of the agreement have not been disclosed, but it will span multiple years, changing the way consumers experience social media, and affecting how the music industry and artists will use social media to capitalize on their product.

By moving to appropriately license music on its platform, Facebook is also opening the door for further control on user-generated content. The agreement works across all of Facebook's platforms, including its newsfeeds, Instagram and Oculus, according to a joint press release.

This year, UMG inked a similar deal with Spotify, and earlier this week, extended its licensing deal with YouTube to give UMG greater control over its music, as well as compensation for its artists. The video site already has a YouTube Music platform and the advertising-free YouTube Red subscriptions, but it is reportedly looking to set up a more elaborate site on the model of the major, on-demand music services.

Can it create new, social-infused music formats - think what Musical.ly did with the 15-second lip-synch clip, although Dubsmash also deserves credit there - that will actually generate revenue for artists, songwriters and their rightsholders?