UMG and Facebook strike 'unprecedented' global deal

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Other social media networks have looked to music to boost engagement on their platforms.

The deals better position YouTube to launch its upcoming music streaming service.YouTube plans to launch a new music streaming subscription service, internally dubbed "Remix", in March 2018.

Universal will license its music recordings and videos around the world for use on Facebook as well as on Instagram and the virtual reality site Oculus, which are both owned by Mark Zuckerberg's company.

Facebook head of music Tamara Hrivnak said the deal would allow Facebook users to "open up creativity, connection and innovation through music and video".

"In time, functionality will expand to enable access to a vast library of music across a series of social features". Until now, Facebook removed any user-posted videos containing copyright music.

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"This partnership is an important first step demonstrating that innovation and fair compensation for music creators are mutually reinforcing - they thrive together", said Michael Nash, the label group's executive vice president of digital strategy.

The multi-year agreement will be expanded later to include Facebook Messenger, Universal Music Group, according to Reuters.

The partnership comes days after Bloomberg reported that YouTube had signed a long-term agreement with Universal Music Group and Sony Music Entertainment. Universal, a unit of French media conglomerate Vivendi, has rights to music from artists including Jay-Z, Rihanna, Bruce Springtsteen and Justin Bieber.

And the big question - the reason music rightsholders are genuinely excited about Facebook going deeper on music, beyond any big cheques being waved at them - is what can Facebook do that *isn't* just another $9.99-a-month music-streaming service with or without a free tier? And a year ago, FB founder Mark Zuckerberg told analysts that Facebook users watched an average of 100 million hours of video on the platform every day, though it has struggled to monetize that traffic.