Facebook is launching officially licensed music videos – in what appears to be a direct challenge to YouTube. 

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Until now, artists under the major U.S. labels have only been allowed to publish short previews. From August, they can publish full length licensed music videos to their page. 

By enabling a new setting on the artist page, Facebook will automatically add new releases from the label to the library, including both the artist’s own official videos and those they’re featured in.

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It’s a big step for Facebook as it looks to take on YouTube – and gives artists another outlet to share licensed music. It’s a positive step that could provide a much-needed boost for organic growth on the platform, and creates some interesting opportunities for cross-promotion with other artists.