Earlier this year, Facebook announced a range of music licensing deals with a view to enabling users to add popular songs to their posts (particularly videos) without fear of copyright infringement. At the same time, The Social Network also flagged ‘new music experiences’ coming to their apps, which would incorporate these licensing partnerships in creative ways.
Now we’re seeing the first instances of these new options, with Facebook making it easier to add music to your uploaded videos, and launching a ‘Lip Synch Live’ feature for Facebook Live, through which you can mime along to all your favorite tracks.
As explained by Facebook:
“With Lip Sync Live, you can express yourself with music from a variety of genres in real time. So whether you prefer songs like “Happier” by Ed Sheeran or “God’s Plan” by Drake, Lip Sync Live lets you bring friends and family into spontaneous musical moments.”
As shown in the above video, to activate Lip Synch Live, you select the relevant option when starting your Facebook Live broadcast. From there you can select the song you want to perform, while you can also customize your broadcast by using masks or adding a background.
“When broadcasting with Lip Sync Live, friends will see the artist and song highlighted on the video and can tap to follow the artist on Facebook.”
It’s an interesting option, which immediately brings to mind Musical.ly, the short video app which has popularized lip-synching to well-known songs – and grown to 200 million registered users as a result.
— musical.ly (@musicallyapp) May 30, 2018
In some ways, Musical.ly has also benefited from being a replacement for Vine, or at least as a similar option. The now defunct 6-second video app saw big success in growing its community, but not so much in enabling users to monetize their content, which eventually leads to its demise – but Musical.ly has provided a similar creative outlet for many, through fun, short video clips.
You may recall that a key element of Vine’s success was also music clips – the platform even released its own ‘remix’ option which enabled users to riff off of the same audio tracks as other Vines.
Given the popularity of both apps, it makes sense for Facebook to use their new music partnerships to expand such use. Through this, Facebook’s probably not so much looking to replace or push out Musical.ly (in the way they’ve gone after Snapchat), but to introduce such functionality to more users. This could enable them to tap into such usage on a wider scale, and get more people over to Facebook Live.
That, really, is the big key to Facebook’s new push on music partnerships – as noted by Shaan Puri, the former CEO of another failed live-streaming app, Blab:
“Most live-streams suck”
This story originally appeared in Social Media Today. Image courtesy of Shutterstock.