Warner Music Group has inked a multi-year licensing deal with Meta, covering not only Facebook and Instagram but, for the first time, WhatsApp as well. This move follows a similar agreement between Meta and Universal Music Group, raising eyebrows over why major labels are cozying up to a company that’s been repeatedly criticized for its role in censorship and questionable practices.
With this partnership, Warner's music catalog will be integrated across Meta’s suite of platforms—extending to Messenger, Horizon, and the relatively new Threads app. This means Warner artists’ music will be even more accessible to users worldwide. But despite the cheerful announcement from Warner, which emphasizes "expanding opportunities" for artists and songwriters, the reality may be more complex. Meta has been leveraging AI advancements, including a new generative AI tool dubbed ‘Meta Movie Gen,’ that can now create high-quality soundtracks and visuals on demand. This rapid AI development raises concerns that Meta might prioritize its tech over genuine artist-driven content.
The deal also comes after a rocky period when Meta decided to drop premium music videos from its platforms—a move that led to Warner losing $10 million in revenue each quarter. The timing is peculiar, considering Warner and Meta are now touting “further discussions” on AI’s impact on musicians and creators. Yet, Warner’s history of lobbying for protections against unauthorized AI use might hint at some level of tension behind the scenes.
For Meta, the arrangement is part of a larger strategy to keep users engaged and, more cynically, to keep artists locked into a system that’s notorious for data harvesting and, in some instances, suppressing content that doesn’t align with the platform's preferences. Meta’s rapid adoption of AI tools, combined with its reach to billions of users, leaves some wondering if Warner and Universal are helping Big Tech build tools that will one day undermine artists’ work.
In the end, while Warner and Meta portray this as a win for everyone involved, it’s worth questioning whether these deals truly benefit creators—or just help Big Tech tighten its grip on yet another aspect of our digital lives.
