Facebook on Friday announced its plan to start premiering official music videos on its platforms. In a company blog post, Tamara Hrivnak, vice president of Music Business Development and Partnerships, and Vijaye Raji, vice president of Entertainment, confirmed the plans and listed numerous large and independent record labels that will be partnering with Facebook.

“Starting this weekend, you’ll be able to discover, watch and share music videos from today’s top artists to up-and-coming bands and classics across various music genres on Facebook,” the post read.

Facebook said in the coming weeks, the platform will host premieres for music videos from artists like J. Balvin, Karol G, Sebastian Yatra, Alejandro Fernandez and Calibre 50. It will be the exclusive launch platform for an upcoming video from Lele Pons, who will also be conducting a live chat with fans to promote the premiere.

The company’s deals so far include Sony Music Group, Universal Music Group, Warner Music Group, BMG, Kobalt, Merlin and “many others across the independent music community, publishers and societies.”

Users will be able to share these videos through their feeds and through Facebook Messenger.

A new “Music” tab will be added to the company’s Facebook Watch platform on Saturday, which will allow users to search the site’s music offerings and feature a handful of genre-specific playlists. This will include playlists for new releases and trending tracks.

“Over time, the experience will become more personalized to your tastes based on artists you follow and videos you engage with,” the post explained.

In a similar vein, Facebook reportedly will launch its TikTok rival, Instagram Reels, globally in August. This feature will allow users to create and share short-form videos set to a catalog of music.

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