Facebook hires key YouTube music exec to lead its global music strategy

Hrivnak's arrival suggests that Facebook is preparing to explore partnerships with the music business

Facebook appears to be gearing up its challenge to the music streaming industry after poaching one of YouTube’s key music directors in Tamara Hrivnak.

Hrivnak leaves her position as director of music partnerships at YouTube and Google Play to lead Facebook’s global music strategy and business development.

She confirmed the news in a post on the social media platform saying she was looking forward to “deepening Facebook’s relationship with the music industry”.

“Music is important and it matters – it connects us and binds us to times, places, feelings and friends," said Hrivnak. "My career has been dedicated to growing opportunities for music in the digital landscape.

She continued: “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.”

Hrivnak’s experience as a respected music lawyer with a history of working on licensing deals suggests that Facebook is considering licensing music.

Prior to joining Google in 2011, Hrivnak served as vice president of digital strategy and business affairs for Warner/Chappell Music.

Music videos have become more popular on Facebook in recent years, however this has emerged as something of a problem because many of them are not licenced.

In an effort to curtail the issue, Facebook announced in December 2016 that it was developing a content ID system to stem music infringement and it is likely that Hrivnak role will oversee this.

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