Will Facebook be launching proper analytics tools to show labels and publishers how their music is being used across its services? The company’s head of music business development and partnerships Tamara Hrivnak says it will.
“In a word, yes. Absolutely. We have built an awful lot of infrastructure to support our partners in music in a very short amount of time. Most of the infrastructure and tools are in beta,” she told MBW in an interview. “They’re in beta because we’re working together with our partners to make sure they meet the industry’s needs. All of our tools will be evolving and improving, including those for reporting, to meet the industry’s needs; that is something that’s important to us.”
Hrivnak also reiterated Facebook’s current strategy of focusing on user-generated content and related licensing, rather than launching its own streaming service. “We really appreciate being a platform where each of those music services can tap into to reach our audience and grow music’s core business… we wanted to focus on the gaps in the digital ecosystem that we see, and that we can specifically deliver on: social connections and storytelling between artists and fans, and amongst fans beyond that.”
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