Yesterday, Instagram officially launched their new @music account. While the tremendously popular photo-sharing app has aided with promotion of new music, shows and other events, the goal of the @music channel is to give artists the opportunity to connect directly with their fans in a new way and offer more insight on the music they make.
“For the past four years, we have become the home for artists big and small—a place where people across the musical spectrum come to share stories, reveal their creativity and connect directly with fans,” said Kevin Systron, CEO and founder of Instagram.
Since they attempted to kill the competition with the launch of their video function, Instagram has become a reliable source for new music and finding new names in the game altogether. Artists like Rihanna, Drake and Justin Bieber have all shared brief clips of their new songs in recent months. Now Instagram will be able to focus on highlighting rising artists and cosigning all of our favorite musicians in a whole new way.
The music community is –– and always has been –– an important part of Instagram. For the past four years, we have become the home for artists big and small –– a place where people across the musical spectrum come to share stories, reveal their creativity and connect directly with fans. 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. — Kevin Systrom, Founder and CEO Art by @jaredeberhardt
While new apps like Periscope and SnapChat have become the ultimate gateway into the lives of musicians all over the world, Instagram’s new stance on music will change the way artists promote their music and connect with their fans. Each week, the channel will highlight an up-and-coming artist and offer us more behind-the-scene content from everyone’s favorite artists of all genres.
So far, the new account has already racked up over 40K followers and has received its first major cosign from The Roots’ drummer and “The Tonight Show” bandleader Questlove. The veteran musician reflected on one of the life lessons he learned during his come-up in the music business in one of four of the account’s inaugural posts.
“When I first started, I was just desperate,” he said. “I was like, this is a hit, this is a hit, this is a hit. And you get addicted to the adrenaline rush of, ‘OH MY GOD THIS IS MY SONG.’ You kill them so much. I realized that now I am more obsessed with the opposite. I will put a bad song on and actually watch them filter out the floor. And I will wait two minutes [then play] ‘Uptown Funk’ –– ‘OH MY GOD IT’S MY SONG’ –– and then the scream is bigger than before.”
What do you think Instagram’s new venture will do for artists? Let us know in the comments below.