Just today Facebook and Universal Music Group announced the biggest music licensing deals with social media. UMG, one of the big three, signed a deal directly with the big two (well..one, Facebook) social media outlets to license it's recorded catalogs to Facebook Instagram and Oculus (I don't even know what Oculus is) This might have a trickle-down effect for the indie artist.
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Facebooks Cheating Heart
Finally, maybe in the near future, Facebook will consider paying sync fees for all the music, film and art that is basically built their stolen empire. I haven't really kept up with their policies, but back when I checked in early 2017 there was absolutely no monetization going on for creators, you could basically just put any music on a video or steal someone's video or music – and not credit it – to boost the likes of your page or advertisement. I have heard recently that takedowns of copyrighted work are becoming more standard, but it is certainly not hitting the lower level indie artists.
I think it will have to turn into more Content ID type monetization for all music delivered to the ears Facebook's 2.7 billion users; otherwise, I don't see how they will justify paying this UMG artist for her shares, while an indie, like me, gets nary a $0.0009 for 3000 streams of a music video on its network. com'on fork over some fat decimal stacks bro!
Music Monetization
If your not familiar with the monetization of music go try to upload 'Summertime' by Will Smith to your home movie on youtube. You will probably get a warning that it is blocked in some countries. I use this song as an example, and it may be outdated, but in late 2016 when I tried to use it in a family video, it wouldn't let me use it at all. I think by now most music is allowed though. What they do is add ads to your video and some of that money, and the word 'some,' means no one really understands the math; yet, some will go to the artist, and/or publisher.
As far as I know, though some platforms like Youtube do monetize, this is the first direct deal with a social media platform. And with such an intimate partnership, you can expect lots of 'music toys,' for lack of a better term. You'll probably be able to manipulate music for your posts, stickers, emojis, and games, as well as pick from this huge library (UMG is one of the big three) for your Christmas family video... I just had the idea of 'live Karaoke' on Instagram... I should patent that.
I'm not completely in the know as to how youtube is monetized, but I do know that my monetization and sync payments come by something called Content ID and money flow from third-party aggregators, licensing partners, and sync companies. Though there has been some toying around with licensing deals, this one looks like a big one, a partnership.
"My third eye is also picking up a faint future broadcast (..static): Facebook's music service. Think youtube.. they looked over at their video neighbor Netflix and said.. hey, I want some mo' money too. Hence, Youtube RED. "
The Music Industry Looking Bright
Though you may hear musicians crying over Spotify's and youtube's $0.2 checks to creators. The fact is that a lot of musicians are making more than they ever have. The music industry is booming in some ways; just not in the old way. You think the 1% rule of wealth exists in the real world, it's, even more, hardcore in the music world. If I had a graph of the top earners in music monetization and sync, it would look like the Rockefeller club... EXCEPT, the big difference is that the playing field is much more level as to who can join the %1 club. Many indies and unsigned artist land in upward arc of earnings just by getting a simple placement in a top youtube video, or Spotify playlist that basically pays their bills.
I had to opt out of content ID, which I'm sure something like this will be in the future for Facebook. I've licensed my songs to TV and film, and they don't want that youtube warning if their doing a video upload with a song they have licensed from me. It was not hard to give up my content ID, I suck at Youtube'n .. I hardly have any subscribers.
I think this new deal could do one of two things, put the Big Three back – eventually – on top, as a sort of gatekeeper, where Indies have to crawl on their knees with a lucky rabbit's foot to get on the big social networks, or, more likely, it could open up the floodgates for indie and unsigned artist into monetization of the huge userbase of Facebook.
Now that's the musician's speel on the 'new deal'. Let's look at what it could mean for those fun days spent on Instagram.
Instagram Karaoke
What we might see with this new close partnership in social media is music used much like the animated Gif and Emoji integrations we've seen the past years.
I predict Facebook will acquire some of these automatic video app technologies (if they haven't already) such as Triller. Now, when you post your fun drunken night ending in a parking lot fight at Billy Bobs Texas, you can select Garth Brooks Singing, I got friends in low places and you'll see an ad over like this.
I have to ponder this ironic twist in musicians Kharma. So, do you remember like 10-15 years ago where it was somewhat shameful for an artist to sell out to some major brand? Where artist would define themselves by the type of licensing they would do, and not do, such as many artists would not make any deals with the hummer. Now look at us.. not only is there literally no choice in how what your music will be used to advertise/condone .. well especially for indie artists. But, also it is the future of music money.. go figure, how ironic. These days music revenue is almost solely derived from advertising money. With this new Universal Music Deal, it looks to be the future. Now the advertising snobs of the past, we (I was one of them) will whore our self out for your epic make up tutorial video... seriously.. use one of my songs I need some coffee money.
A NSFW make up tutorial that has nothing to do with this article.
I'm not sure if this is rolled into the deal, but if UMG's catalog ties into the Facebook ad manager, well hell's Bells... Just think, your ad for your baby kitten meme fan group could have the perfect Theme Song:
My third eye is also picking up a faint future broadcast (..static): Facebook's music service. Think youtube.. they looked over at their video neighbor Netflix and said.. hey, I want some mo' money too. Hence, Youtube RED.
And of course, my Instagram or facebook live Karaoke idea that I just had.. that would be a blast!! .... for someone.. not me.
Conclusion
I don't really use facebook except for communicating with fans. But I think the more revenue funnels that are produced are a good thing for musicians. I don't doubt that the labels sit in their offices at night scheming on how they can have world domination again but aren't we all in some way.. ;).
You can read more details on the UMG and Facebook deal on variety.com
I'm an Americana performing songwriter, an artist & writer based in Texas. You can check out my music now on Musicoin my new favorite streaming upstart. Also on Spotify. f you enjoy my articles, please RESTEEM, UPVOTE and leave me a comment. Thank ya!