Meta Platforms Inc (NASDAQ:FB) is looking to incentivise creators on Facebook to stay within the legal limits of music use on its platforms.
The social media major has announced the launch a new feature, Music Revenue Sharing, that allows creators to monetise their Facebook videos if they feature music from major artists like Post Malone, Tove Lo, Grupo La Cumbia, Leah Kate, Bicep and more.
The move is intended to reassure the music industry that Meta is serious about copyright infringement.
Video creators will have access to music licensed by Meta and be able to monetise videos that feature licensed music with ads and receive a 20% cut, while Meta and the music rights holder split the rest.
By giving creators a slice of the pie, Meta's new tool could deter them from copyright infringement.
As part of the new system, users whose videos contain unlicensed music can have their accounts disabled, and repeat offenders can have their accounts muted or blocked.
Eligible videos must also be at least one minute long, the music cannot be the main purpose of the video, and reels are not included.
Though YouTube's music library also includes licensed music, it is mostly background music rather than chart toppers.
Meta's announcement comes after two developments that show tension with the music industry.
Music publisher Kobalt notified its writers and partners over the weekend that its licensing deal with Meta had expired and that it was in the process of taking 700,000 songs off Facebook and Instagram, including those by The Weeknd and Paul McCartney.
Though Kobalt did not specify the reason, it said "fundamental differences remained" that could not be resolved.
Last week, also saw Swedish music company Epidemic Sound, which licenses background music and sound effects to creators, suing Meta, alleging there are more than 1,000 of its works that have been uploaded and used across Meta's platforms without a license.