Meta and UMG Strengthen Global Partnership to Enhance Social Music Experiences

Meta and Universal Music Group (UMG) have announced an expansion of their global multi-year agreement. This will bring new creative and commercial opportunities to UMG artists and songwriters across Meta’s platforms — Facebook, Instagram, Messenger, Horizon, Threads, and WhatsApp.

This renewed partnership highlights the shared commitment of both companies to safeguard human creativity by ensuring fair compensation for artists and songwriters. A key aspect of the agreement focuses on addressing unauthorised AI-generated content that could potentially impact the creative community.

Building on their initial landmark partnership in 2017, this new deal continues the collaborative efforts that positioned UMG as the first major music company to licence its catalogues across Meta’s platforms. Since then, Meta has played a pioneering role as a fully licenced partner in the social media space, enabling music to flourish on platforms such as Facebook and Instagram.

Through this extended agreement, UMG and Meta aim to further innovate and explore new avenues for music monetisation, especially within short-form video content. The partnership also includes new licencing arrangements for music on WhatsApp, unlocking additional value for UMG’s artists and songwriters.

Tamara Hrivnak, Vice President of Music and Content Business Development at Meta, expressed enthusiasm about the renewed collaboration: “We are thrilled to continue our partnership with Universal Music Group and Universal Music Publishing Group. Music plays a crucial role in connecting fans, artists, and songwriters, and this agreement will enhance those connections across established platforms like Instagram and Facebook, as well as newer ones like WhatsApp.”

Michael Nash, Chief Digital Officer & Executive Vice President of UMG, echoed this sentiment, emphasising the importance of the partnership in protecting artistic rights: “Since our 2017 agreement, Meta has consistently supported the creative community by amplifying the role of music on its platforms. We are pleased to renew this partnership with a focus on addressing unauthorised AI-generated content, ensuring that UMG artists and songwriters are protected and fairly compensated in the evolving digital landscape.”

This collaboration reinforces UMG’s commitment to shaping culture through artistry and innovation, while Meta continues to advance social technology, creating immersive experiences that bring people closer together through music.

Pros for Artists, Songwriters, and Content Creators:

1. Increased Monetisation Opportunities:
   • The expanded agreement between Meta and UMG includes new avenues for revenue generation, particularly through short-form video content. This could provide artists, songwriters, and content creators with additional income streams across Meta’s platforms.
2. Broader Reach and Audience Engagement:
   • With Meta’s global network of platforms, including Facebook, Instagram, Threads, and WhatsApp, artists and songwriters can connect with a vast audience. This broad exposure can help them build a larger fanbase and deepen their engagement with existing fans.
3. Protection Against Unauthorised AI-Generated Content:
   • The agreement specifically addresses concerns about AI-generated content that could infringe on artists’ and songwriters’ intellectual property. This is a significant step toward safeguarding their work and ensuring they are properly credited and compensated.
4. Innovative Creative Channels:
   • The partnership includes the potential for artists to explore new and emerging platforms within Meta’s ecosystem, such as virtual reality experiences on Horizon. This opens up creative possibilities that may not be available elsewhere.
5. Licencing for WhatsApp:
   • Licencing UMG’s music catalogues for WhatsApp could create new ways for music to be integrated into personal and group communications, offering artists and songwriters more exposure in a personal and interactive setting.

Cons for Artists, Songwriters, and Content Creators:

1. Revenue Distribution and Fair Compensation Concerns:
   • While the deal promises fair compensation, the actual distribution of revenue might still be a point of contention. Artists and songwriters might find that the revenue from these platforms is less significant compared to traditional streams, depending on how monetisation is structured.
2. Dependence on Meta’s Ecosystem:
   • The expanded deal strengthens the ties between UMG and Meta, which could lead to a dependence on Meta’s platforms for reaching audiences. This centralisation could limit opportunities outside of Meta’s ecosystem and reduce artists’ control over how their content is used.
3. Potential Overshadowing by UGC:
   • While user-generated content (UGC) can be a great promotional tool, it can also overshadow original content. Artists and songwriters may find their work being used in ways that don’t align with their vision, potentially diluting their brand.
4. Complexity in Rights Management:
   • With music being distributed across various platforms, managing rights and ensuring proper compensation becomes more complex. Artists and songwriters may need to navigate a more complicated landscape to protect their interests.
5. Privacy and Data Concerns:
   • Increased integration with platforms like WhatsApp might raise privacy concerns, particularly around how data related to music usage is collected and shared. Artists and songwriters may need to be vigilant about how their content is used in relation to user data.

Overall Consideration:

The expanded agreement between Meta and UMG offers substantial benefits in terms of monetisation, reach, and creative opportunities for artists, songwriters, and content creators. However, it also comes with challenges related to revenue distribution, platform dependence, and rights management. Balancing these pros and cons will be crucial for those involved to fully capitalise on the opportunities while safeguarding their creative rights and income.

About Universal Music Group (UMG):

UMG is one of the world’s largest music companies, involved in recorded music, music publishing, and merchandising. They work with a vast array of artists across all genres, managing and distributing their music globally.

About Meta:

Meta is a technology company that owns several major social media platforms. Originally known as Facebook, the company rebranded to Meta to reflect its focus on building the “metaverse,” a virtual reality space where people can interact in immersive ways.

About Facebook:

Facebook is a social media platform that allows users to connect with friends, share content, and join communities. It’s one of the most widely used social networks in the world.

About Instagram:

Instagram is a social media app focused on sharing photos and videos. It’s popular for its visual content, Stories, and Reels (short-form videos), and is widely used by individuals, influencers, and brands.

About Messenger:

Messenger is a messaging app from Meta, originally part of Facebook but now a standalone platform. It allows users to send text messages, make voice and video calls, and share media with friends and groups.

About Horizon:

Horizon is Meta’s virtual reality platform, designed to create immersive social experiences in the metaverse. It includes Horizon Worlds, where users can create and explore virtual environments.

About Threads:

Threads is a text-based social app from Meta, designed for real-time conversations, often compared to platforms like Twitter (now known as X). It integrates closely with Instagram.

About WhatsApp:

WhatsApp is a messaging app owned by Meta, known for its secure, encrypted communication. It allows users to send text messages, make voice and video calls, and share files, and is widely used around the world.

Read more about this agreement on the UMG website.