EDM.com Spotlight

EDM.com Spotlight

Instagram Cements Its Commit To Music With New @Music Channel

The Facebook-owned Instagram app has unveiled @Music, its first-ever content portal dedicated to highlighting musicians and their activities. The idea for the new community was sparked by activity on Instagram itself, as one-quarter of the most popular accounts on Instagram are coming from musicians. Now, Instagram is working to further broaden their 300 million+ users’ direct access to the artists they love. 

According to Kevin Systrom, Instagram's Founder and CEO: 

"Today we’re launching @music, a new account dedicated to exploring music around the globe, from those who create it to the community around it. Each week, we’ll take a look at the musical experience on Instagram. That means showing you a different side of artists you know and love, like Questlove (@questlove), and introducing you to up-and-coming talents from around the world, like Tricot (@ikkyu193). It means highlighting music photographers, album illustrators, instrument makers and, of course, fans. In the Instagram tradition, we will also welcome community participation with a new, music-themed monthly hashtag project. Music is a huge part of all of our lives here at Instagram. It’s a passion of ours, and we know it’s a passion of yours. So follow along at @music –– we think you’ll discover something new."

Jonathan Hull, Instagram’s head of music partnerships, said in an interview with BuzzFeed news, “Artists are using Instagram as a companion to the art that they’re making. One of our goals with this is to say, 'How can we help facilitate artist discovery? We know these artists are creating companions to their live show, as an extension of their creativity, so how do we make sure more people are seeing that?" 

It is no secret that the music community is currently, and always has been an integral aspect of Instagram, becoming a core aspect branding for artists big and small. A central hub on one of the biggest platforms on the planet will no doubt be welcomed warmly by the global music community.

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