NEW DELHI : Social media platform Facebook on Thursday announced partnerships with 3 music labels T-Series Music, Zee Music Company and Yash Raj Films, for licensing their music to use in videos, messages, stories and other creative content.

With this announcement, users will be able to share music content on both Facebook and its photo sharing app Instagram.

“We are excited about partnering with the music industry in India and the idea that people here will be now be able to include music in their videos on Facebook and Instagram, opening up more options for more ways to express and sharing memories with friends and family," said Manish Chopra, director and head of partnerships, Facebook India in a statement.

In December 2017, Facebook had signed a licensing deal with Universal Music Group, its first with a major label promising personalized and interactive music features for its billions of users.

Anand Gurnani, vice president – digital, Yash Raj Films, said “For a nation that has music and cinema firmly ingrained in its soul, our association with Facebook offers a chance for audiences to experiment and express themselves through music and share the same with their friends. This further strengthens our approach of community building using music as an enable."

Facebook India specific licensing deals come after Google introduced its YouTube music app in India, offering local and global songs to a booming market. Recently, Swedish music app Spotify also entered India and hit the one million user base mark. It faces competition from streaming apps such as Gaana, which claims 80 million users a month, and JioSaavn that calls itself South Asia’s biggest streaming destination. India’s 1,280 crore music industry is growing where digital channels account for 65% of overall music sales.

India has an estimated 481 million Internet users, with a 65% urban and 20% rural penetration. Its online audio market is likely to grow with increasing smartphone penetration and investments in music, besides its rich music culture.

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