Facebook has announced the official launch of its ‘Premieres’ format, which enables people to “release a pre-recorded video as a live moment” on the social network. The idea being that new videos can be turned in to fan events, complete with pre-publicity and a chat window for interactions while it’s airing. Premieres can be scheduled up to a week in advance, and once they finish will be archived as regular on-demand videos. They’ll appear on Facebook pages and in its news feed, but can also be distributed through the social network’s video hub, Facebook Watch. The premieres will also be able to make money from ‘ad breaks’ and brand partnerships.

Facebook has been testing the Premieres feature for a while, and according to its calendar of upcoming premieres, the likes of Tastemade, Marvel Studios, BuzzFeed and Warner Bros are all planning to use it.

There is clearly potential for musicians here: from filming a concert or live performance then scheduling it as a premiere on Facebook, to announcements about new music or tours. In other news announced alongside the premieres rollout, Facebook is expanding its ‘Top Fans’ feature globally, allowing pages with more than 10,000 followers to give their most engaged fans a badge showing off their fandom.

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