New era for music business? Former Youtube Executive joins Facebook as a leader for Global Music Strategy

New era for music business? Former Youtube Executive joins Facebook as a leader for Global Music Strategy

New era for music business? Former Youtube Executive joins Facebook as a leader for Global Music Strategy

Last week Facebook announced that they would be hiring Tamara Hrivnak [ex Director of Music Partnerships at Youtube and Google Play] as a head of Global Music Strategy of Facebook. The platform has changed our social interactions and relationships entirely in the last 10 years; it will also change music industry entirely in the near future with no doubt.

 

Even more emphasis will be put on FB’s relationship with music industry such as analysing what artists you ‘Like’ and what events you are ‘going to’. This in return will help independent companies and/or huge corporations to predict improved marketing strategies targeting specific audiences. However, this can have both positive and negative consequences.

 

Positive first. Music industry has been suffering a lot in the past decade, if not decades, with illegal downloads, massive reduction of vinyl sales and the emergence of digital platforms, such as Spotify and Apple Music. However, artists and their management would support Facebook’s transition into licensed music content, as it will provide them with the definite profit. Although, the biggest threat will be posing towards Facebook users, ie. all of us.

 

We can observe the potential negative consequences with the questions of privacy that Facebook’s users will be suffering with – even with the simple everyday act like listening to music. Video and music content will be regulated, as we can evidently see within the platform such as Youtube. Yes, we all had to take down the video we uploaded on Youtube couple of years ago due to music licensing issues.

 

Overall, we have to analyse that unavoidable digitalisation will promote the flourishment of music industry, whether we agree with the management behind it or not. We are finding all the possible ways to keep music ‘alive’ and accessible to majority – and Facebook is definitely a great place to start for massive audience engagement. However, we have to be aware of the possible consequences – support for our favourite artists and simultaneous regulation of user content. One is inevitable without the other.

 

– by Kseniya Zinchenko