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Facebook Announces New Deals to Enable Gaming Streamers to Include Popular Music in Their Broadcasts



This could be a big update in Facebook’s ongoing push to recruit more gaming streamers. Today, The Social Network has announced that its established new arrangements with various music publishers which will enable Facebook Gaming streamers to play popular music within their streams.

Facebook Gaming music announcement

As explained by Facebook:

Last year, we announced the rollout of music on Facebook Gaming. Since then, we’ve been testing with our Partner Creators to ensure they’re able to use a vast array of popular music in their streams without risk of takedowns. We’ve learned a lot and made some improvements. And today, we’re excited to expand access to music to even more creators.

Under the new arrangements, all Partner and Level Up Creators will now be able to play background music during their gaming livestreams on Facebook Gaming, with Facebook essentially licensing the music on their behalf.

“And we’re not talking elevator music. We’ve got deals in place with hundreds of music labels and publishers, including Universal Music Group, Warner Music Group, Sony Music Entertainment, Kobalt Music Group, BMG, Merlin and many more, so creators can include popular music in their Facebook Gaming livestreams to get their audiences hyped.”

That’s significant, because both YouTube and Twitch, the biggest platforms in game streaming, do not allow for free music usage in the same way.

YouTube and Twitch do provide copyright-free tracks for use in videos and streams, but Facebook’s new deal provides the capacity to include almost any track you want, without fear of your stream being shut down due to copyright violations.

That doesn’t, however, stretch to all streams across Facebook’s apps. Instagram, for example, still has restrictions on music use in IG Live, which could see your broadcast interrupted as a result, with this new update only relating to gaming streams specifically, and the use of music in the background of your live videos.

It also doesn’t cover broadcasts where music is the focus, like a radio show via a Gaming stream. That’s still not allowed, and will get shut down if Facebook detects it.


Facebook also notes that there are some tracks that will remain unavailable:

“But they are rare, and we’re always working to expand the amount of music that’s available to use. If you run into a restricted track, we’ll surface an in-product notification that identifies the artist and title. That way you can adjust your playlist to avoid future interruptions.”

To celebrate the announcement, Facebook’s also hosting a series of celebrity DJ streams, paired with select gaming creators.

Facebook Gaming DJ series

It’s an interesting update, which could provide a level of differentiation for Facebook’s Gaming platform, which has seen increased interest of late.

Last October, StreamLabs reported that Facebook Gaming surpassed 1 billion hours watched for the first time, which still leaves it a long way behind the leaders in the space, but is a significant jump in performance.

Facebook Gaming growth

If Facebook can lure more gaming streamers across, that could help it grow its gaming audience, and as the company also looks to dominate the evolving VR space, that could better position Facebook to take a bigger share of the gaming market, providing another revenue stream.

How significant an impact being able to play music more freely in your streams will actually make is hard to say, but maybe, if streamers feel more free to broadcast how they like, that could be a valuable addition, and could provide more impetus to bring more streamers across to Facebook’s Gaming platform instead.

You can read more about the Facebook Gaming music update here.



Pinterest Launches Pin Ads in Argentina, Colombia and Chile



Pinterest Launches Pin Ads in Argentina, Colombia and Chile

As it continues to expand its ad offering, in order to maximize its business opportunities, Pinterest has today announced that Pin Ads will now be made available to all businesses in Argentina, Colombia and Chile.

As explained by Pinterest:

“Businesses of all sizes now have access to multiple types of ad formats and targeting options in Argentina, Colombia and Chile, to reach new audiences with meaningful, useful content as they discover ideas and plan new projects.”

Pinterest says that it recently launched its first ads with a small group of early partner brands in these regions, including Tiendas Paris and Publicis Groupe, which has paved the way for today’s full market expansion.

The announcement is the latest in Pinterest’s growing Latin American business push, with Pinterest Ads also made available in Brazil and Mexico last year. The app reaches around 80 million active users per month in the region – over 18% of its total user base – which represents significant opportunity, and highlights the expansion potential that Pinterest still has in this respect.

Further to this, Pinterest also launched ads in Japan just last month, enabling businesses to reach another 8.7 million active Pinners.

It’s somewhat surprising to consider the extended reach that Pinterest is still yet to achieve with its ads business, and how that could translate to more revenue for the company – and with the platform also warning of ongoing revenue pressures throughout 2022, and its overall user base in flux to some degree, it needs to tap into these expanded markets to boost its potential and showcases its value to investors.


Maybe that will be the remit of incoming Pin CEO Bill Ready, who took over from Ben Silbermann last week. The platform has been on a roller coaster ride throughout the pandemic, with usage reaching new highs, then normalizing once again, which has left many unsure what the future holds for the app. Ready, a former Google commerce chief, will now be tasked with stabilizing the ship, and maximizing performance – and you would assume that this would include a significant expansion of its ad business to facilitate more opportunity.

In selling its new Latin American expansion, Pinterest also reiterates that 97% of the top searches in the app are unbranded, and consist of 2-3 word queries, which makes Pinterest an effective tool to reach people while they’re still considering their next purchase.

“Pinterest is one of the rare platforms where it is truly possible for brands to engage with new customers who are intentional, open and making buying decisions.”

There is opportunity in Pins, for sure, and the addition of a Google insider should help to advance its discovery ambitions in this respect.

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