Facebook will give you ad revenue for putting Post Malone’s music in your videos

Photo by Matt Winkelmeyer / Getty Images for Coachella

Meta launched a new feature on Monday that will allow creators to monetize Facebook videos that feature music from major artists. By incentivizing creators to stay within the legal bounds of music use on its platforms, Meta may be able to assure the music industry that it takes copyrightinfringement seriously.

Meta will give creators access to a library of music and allow them to make videos with licensed music. The creators will get a 20% cut of the ad revenue, while Meta and the music rights holders split the rest. TheEligibility videos must be at least one minute long and the music can't be the primary purpose. It doesn't apply to the reels.

Users can get access to a licensed music library, but they won't find chart-topping music. Some people who use music without permission have to attend " Copyright School" or get their channels terminated, but other people can leave their videos up with the proviso that the copyright holder gets the ad revenue. It appears that the creator doesn't get a cut.

On top of that, there are two developments that reveal the company's tension with the music industry. Over the weekend, music publisher Kobalt informed its writers and partners that its licensing deal with Meta expired and that it is in the process of taking hundreds of thousands of songs off Facebook andinstagram by the likes of The Weeknd and Paul McCartney According to a memo obtained by Music Business Worldwide, there were fundamental differences that were not able to be resolved in your best interests.

Epidemic Sound, a Swedish music company, sued Meta last week. According to Epidemic Sound, 1,000 of its works have been uploaded to and used without a license. The complaint states that Meta has created tools that encourage and allow its users to steal Epidemic's music from another user's posted video content and use in their own subsequent videos. Meta wouldn't comment on the case.

Meta's new tool for monetizing videos with music doesn't address music usage in Reels, but it could potentially lure creators away from copyrighted works by giving them a slice of the pie. Videos that use unlicensed music can be muted or blocked.

Meta and the music industry are going to need to figure something out if it works or not. Meta needs to keep access to chart-topping artists if it is going to compete with TikTok and YouTube.