Universal, Meta Expand Partnership For ‘Social Music Opportunities’

Universal Music Group and Facebook parent Meta have forged an expanded agreement that will “advance social music opportunities” for the music major’s roster of artists and songwriters across the tech giant’s platforms.

The new arrangement, announced Monday, Aug. 12, covers Meta’s platforms including Facebook, Instagram, Messenger, Horizon, Threads and for the first time, WhatsApp.

Financial terms weren’t disclosed, although a joint statement indicates the partnership ensures that “artists and songwriters are compensated fairly.”

Also, Meta and UMG will continue working together to address, among other things, unauthorized AI-generated content that could affect artists and songwriters.

UMG has been proactive on the issue of AI in music over the past year, and taken stands to protect against what it sees as harmful uses of AI. It was UMG that partnered with YouTube on a series of AI principles and an AI Music Incubator to help artists use AI responsibly, formed a strategic partnership with BandLab to create a set of ethical practices around music creation, and partnered with Endel on functional music, among other initiatives.

The origins of this arrangement can be traced back to 2017, when Facebook and Universal entered into what Billboard described at the time as an unprecedented and global licensing partnership that would shake-up the way people listen to and share music on the popular social platform.

With that deal, Facebook was finally on good terms with its content partners after a years-long relationship that was, for the most part, frosty.

This renewed partnership “builds on the recognition that music can help connect us and bring fans, artists, and songwriters closer together, not only on established platforms such as Instagram and Facebook,” says Tamara Hrivnak, VP music and content business Development at Meta, in a statement, “but also in new ways on WhatsApp, and more. “We’re extremely grateful to the Universal team, and look forward to growing our partnership in the future.”

Adds Michael Nash, chief digital officer & EVP, Universal Music Group:  “Since our landmark 2017 agreement, Meta has consistently demonstrated its commitment to artists and songwriters by helping to amplify the importance music holds across its global network of engaged communities and platforms, creating new opportunities and applications where music amplifies and leads engagement and conversations.”

In recent months, both parties have collaborated on “landmark campaign rollouts” across the Meta ecosystem for artists including Billie Eilish, Karol G and Taylor Swift.