Meta and UMG Forge New Music Agreement for Threads and WhatsApp

Meta and Universal Music Group Strengthen Partnership

In a significant move, Meta and Universal Music Group (UMG) have revamped their licensing agreements to broaden the accessibility of UMG’s extensive music library across Meta's suite of social applications. This multi-year agreement, officially announced on Monday, facilitates the use of licensed music content in various formats including short-form videos on Threads, WhatsApp, as well as established platforms like Facebook, Instagram, Messenger, and Horizon.

Enhanced Collaboration to Tackle AI Concerns

According to Tamara Hrivnak, Meta’s Vice President of Music and Content Business Development, the renewed collaboration signifies a commitment to work more closely and in innovative ways, especially on WhatsApp. Although specific details of the collaboration remain scarce, it is characterized as "multifaceted" and is set to address pressing issues surrounding unauthorized AI-generated content, which has been a growing concern for artists and songwriters alike.

A History of Partnership

Meta and UMG have enjoyed a collaborative relationship dating back to 2017 when Meta operated primarily as Facebook. Initially, this partnership allowed users to upload videos integrated with UMG music on various platforms, including Instagram and Oculus. This agreement particularly aimed at mitigating copyright infringement issues while enhancing user-generated content.

Meta's Competitive Edge Over TikTok

The agreement forged between Meta and UMG presents a competitive advantage, placing it ahead of rival platforms such as TikTok. The latter had faced challenges in securing similar terms, particularly regarding AI-related content. Earlier this year, TikTok initiated a cleanup by removing videos featuring not only UMG's music but also songs by artists under Universal Music Publishing Group. Despite this shaky phase, TikTok later reconciled with UMG, allowing popular music from notable artists, including Taylor Swift and Drake, back on its platform.

The Future of Music on Social Media

As these partnerships evolve, the significance of licensed music in enhancing user experiences on social media platforms cannot be overstated. By continuing to innovate background music options for content creators, both Meta and UMG are poised to lead in the intersection of social media and music. This collaboration underscores the necessity of protecting artists' rights while enriching the content landscape across all platforms.

Conclusion

In summary, the renewed licensing deal between Meta and Universal Music Group represents a strategic effort to not only expand the usage of music across various social applications but also to confront the challenges posed by AI-generated content that threatens artist integrity. As this partnership unfolds, it sets a precedent for future collaborations between social media platforms and music rights organizations.

FAQs

• What does the new agreement include?
  It covers the use of UMG's music in content across multiple platforms like Threads, WhatsApp, Facebook, and Instagram.
• How long is the agreement?
  This is a multi-year partnership.
• What issues does the partnership address?
  It particularly focuses on unauthorized AI-generated content affecting artists and songwriters.
• How does this compare to TikTok's music licensing?
  Meta's agreement is broader and more secure, avoiding the pitfalls TikTok encountered with UMG earlier this year.