With New Hire, Facebook Looks To Strengthen Its Relationship To Music
With a powerful new hire to take over Facebook's global music strategy and business development, we may soon see a closer relationship between Facebook and the rest of the music industry.This article originally appeared on NPR
Facebook has, for the most part, kept music at an arm's remove, and for good reasons.
Given the kaleidoscopic legal, contractual and statutory nature of music's business, coordinating a technical and legal framework for Facebook's 1.79 billion monthly users to engage with music as they've grown accustomed to in the digital age — meaning in any way, at any moment they wish — is practically Sisyphean. Facebook users, and Facebook itself, no doubt would like people to be able to share and listen to music freely within the platform by, say, posting a Spotify link or sharing a video, à la Music.ally, that features background music within it. Accomplishing these ideas is no small task. Even Spotify, which has essentially one "job" — let people listen to music — failed momentously at rights management.
Now, Facebook plans on giving it a college try, having hired Tamara Hrivnak away from YouTube, where she was the video giant's director of music partnerships. Hrivnak, who was also an executive at Warner Music Group before joining YouTube, will be using her extensive contact list to mediate Facebook's goals around music with the many, many wishes of the industry which controls the rights to that music. As Music Ally points out, publishers — those in charge of administrating songwriters' work — have been asking the social network to strike deals for months.
Hrivnak announced the move on Facebook:
I'm joining Facebook to lead global music strategy and business development. This is a new adventure for me and I look forward to deepening Facebook's relationship with the music industry.
Music is important and it matters — it connects and binds us to times, places, feelings and friends. My career has been dedicated to growing opportunities for music in the digital landscape. Facebook is all about making the world more open and connected and music can play an important role — I'm excited to join that effort.