You’ve probably heard by now that last Wednesday, the super-popular image sharing social media platform Instagram has launched an internally operated “Music” account to promote existing rockstars and spread emerging artists.
Apparently the account will launch monthly hashtag projects (using #MHP in front of the project name) encouraging its 300 million plus users to engage, interact with, and share the music they love.
Instagram’s head of music partnerships, Jonathan Hull, told Buzzfeed “Artists are using Instagram as a companion to the art that they’re making. Musicians lead really interesting lives, and Instagram has become a way for them to show their fans who they are and to give them a look inside of their world.”
Yet, Instagram’s music editor Alex Suskind, also wants everyone to know that they’re “looking to break artists” as well, adding that “One of the things we’re focusing on is emerging and unsigned talent who are using the platform to share their music and their stories in a unique way.”
Immediately one wonders how the licensing schematic is designed for such an endeavour, and interestingly, in their first hashtag project (launched May ) they are careful to add in the instructions post:
“If you include music in your video submissions, please only use music to which you own the rights,” but it’s certainly a unique experiment in interactive marketing. Additionally, as it is well known that the music environment has moved from passive to aggressive by way of fan-engagement, any attempt to bridge the gaps between artists and their audiences can only lead to beneficial results.
Although this development has been widely covered by every entertainment media outlet (and then some), we’ve found Buzzfeed’s report to be the most comprehensive; you can read the rest here.