Facebook wants to get more music in your social media life. The tech giant has finally briefed the press on its long-teased music plans which, we learn, will allow its billions of users to connect licensed tunes to their personal videos and let fans lip sync to their favourite songs.

We’ve heard hints of Facebook’s music strategy rumble on for well over a year. The Silicon Valley brand quietly assembled a team of music industry professionals, led by Tamara Hrivnak, who, it was revealed earlier this year, was tapped to lead “global music strategy and business development.”

Content deals were struck with Universal Music Group, Sony/ATV, Global Music Rights and others, ahead of a major launch.

In its first update on those plans, Facebook revealed overnight it has been partnering with music companies globally to “build a foundation for music experiences” on its platform. Those experiences include two pillars. The first, a global, licensed feature that will allow its users to include music in uploads, a project which is currently in the testing stage in several markets.

The second should appeal to those kids who love to sing along, and who’re reportedly ditching Mark Zuckerberg‘s prize in the search for shiny new apps. Facebook is developing Lip Sync Live, a Musical.ly-like offering which will let folks lip sync their night away.

Again, its still in a testing phase with a growing, licensed library of works taking shape. As it stands, there’s a little something for everyone on tap, with Camila Cabello’s “Havana,” Guns N Roses’ “Welcome to The Jungle,” Ed Sheeran’s “Happier” and Drake’s “God’s Plan” among the approved tracks.

The lip sync feature will get a bolt of colour with optional background effects and presumably filters, and its so-called Live With function will let friends play along.

Watch Facebook’s Lip Sync Live feature in action below:

“We’re exploring more ways to bring music to Facebook,” reads a statement penned by Hrivnak, Head of Music Business Development & Partnerships, and Fred Beteille, Head of Product, Music & Rights.

“In the coming months, we’ll start testing options for adding the music you love to Facebook Stories. We’re looking forward to continuing to work with the music industry to create new ways for people to connect and express themselves through music across our family of apps.”

There’s no word yet, however, on Facebook’s reported endeavours in the smart speaker space, rumours of which circulated earlier this year.

Facebook’s latest innovations in music follow the publication in March of a report compiled by compiled by Edison Research and Triton Digital which found Snapchat, Instagram and Twitter were eating into its younger user-base. Still, the company has a whopping base of about 2.19 billion monthly users reported in first quarter of 2018, and a current market cap of US$558.4 billion.

The article was originally published on The Industry Observer