UMG and Meta strike deal adding WhatsApp to creative network

The latest agreement follows a 2017 pact, which saw UMG license its music catalogues to Facebook, making it the first major social media platform to secure a comprehensive music licensing deal.

According to a statement, the new agreement forms part of a shared commitment to “protect human creators and artistry, including ensuring that artists and songwriters are compensated fairly.”

As part of their expanded partnership, both companies will collaborate to address issues like unauthorised AI-generated content that could impact artists and songwriters.

Meta’s VP for music and content business development, Tamara Hrivnak said the move builds on the recognition that music can unite fans, artists, and songwriters. “We’re extremely grateful to the Universal team, and look forward to growing our partnership in the future.”

“Since our landmark 2017 agreement, Meta has consistently demonstrated its commitment to artists and songwriters by helping to amplify the importance music holds across its global network of engaged communities and platforms, creating new opportunities and applications where music amplifies and leads engagement and conversations,” UMG chief digital officer & EVP Michael Nash, said. “We are delighted that Meta shares our artist-centric vision for respecting human creativity and compensating artists and songwriters fairly. We look forward to continuing to work together to address unauthorised AI-generated content that could affect artists and songwriters, so that UMG can continue to protect their rights both now and in the future.”

Meta’s platforms have been key for artists to connect with fans since 2017. The new deal deepens this relationship, enhancing monetisation opportunities for UMG through short-form video and extending music licensing to WhatsApp.

In related news, earlier this month Meta introduced monetisation features for content creators in Kenya, allowing them to earn revenue from short-form videos through ‘in-stream advertisements’ and ‘ads on reels.’ Kenya is now among 12 African countries where Meta shares ad revenue with creators, joining nations like Nigeria and Ghana. This rollout follows Meta’s earlier plans and a visit by Meta’s president of global affairs Nick Clegg to Kenya. To qualify, creators need at least 5 000 followers and 60 000 minutes of watch time in the last two months.

“This expansion will empower eligible creators in the vibrant creative industry in Kenya to earn money while setting the bar high for creativity across the world and making Meta’s family of apps the one-stop-shop for all creators,” Meta’s global partnerships lead for Africa, Middle East and Turkey, Moon Baz, said.