Facebook pinch YouTube exec to “deepen relationship with music industry”
Tamara Hrivnak joins Facebook with the aim of repairing and strengthening Facebook’s rocky relationship with the music industry.
Facebook have gained a new hire from Google Play and YouTube, Tamara Hrivnak joins the social media network to lead global music strategy and business development. As tension rises between Facebook and the music industry Hrivnak joins at a perfect time with a plan of action to fix their relationship.
One of the primary criticisms is Facebook’s lack of licensing deals covering music used in the thousands of videos uploaded to Facebook every day. Hrivnak’s previous employers YouTube use a Content ID system to detect copyright music and allow the publisher to monetise the video themselves or request a takedown. This has been a crucial point in the industry’s disagreements with Facebook.
The lack of licensing deals in place has also led to scepticism over official music videos, which you may have noticed are often absent from the social media platform. Hrivnak hopes to lead a strategy that solves both these issues, consolidating Facebook’s music content whilst strengthening the overall industry’s trust of them, allowing more opportunities for both further down the line.
Tamara Hrivnak brings years of experience to Facebook coming from a position as director of music partnerships at YouTube and Google Play. Before that Hrivnak spent 4 years as Google’s director of strategic music partnerships after time as an executive with major label WMG and Warner/Chappell.
Hrivnak said in a post using her new employers platform: “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.
“As for the incredible team at Google I’ve been lucky enough to work alongside – thank you for inspiring, teaching and amazing me. I’m privileged and proud to have been part of your journey. I know your futures will be bright!”