The company said it includes music from 200 artists across India, including the likes of Dhvani Bhanushali, Neeti Mohan, Shaan, Himanshi Khurana, Aniruth and GV Prakaash Kumar, that will make users’ Instagram content more entertaining, and inspire other artists to release their one-minute music on the platform as well.
Instagram said its short form video format Reels is a ‘growing’ global stage, where artists and music are being discovered.
“Since launch, artists have been using it to launch their music and share it with others, which in turn is fuelling many trends on the platform. To fuel this further, and to inspire others to unleash their talent as well, Instagram is now releasing the ‘1 Minute Music’ property,” the company said in a statement.
Paras Sharma, director, content and community partnerships at Facebook India (Meta), said music is a catalyst for trends on Instagram and Reels is becoming the platform for people to discover music and artists too.
“With ‘1 Minute Music’, we’re now giving people access to an exclusive set of tracks they could use to make their Reels more entertaining. We’re also hoping this platform serves as a paradigm for established and emerging artists to share their own music, and create their own videos, all on Reels,” he added.
The company said the property will have music representation from artists across India. This includes Hindi artists such as Dhvani Bhanushali, Neeti Mohan and Shaan, Punjabi artists like Jassie Gill, Himashi Khurana and Gurnaam Bhullar and Tamil artists like Aniruth, Sivaangi and GV Prakaash Kumar. The music will be accompanied by music videos, which too will be available exclusively on Instagram. In the past 10 days, music from Himanshi Khurana, Kaur B and Gurnazar Chattha has gone live.
Music distribution and artist services company, Believe, has worked with Instagram for this association. Vivek Raina, managing director – India, Believe, said Reels is a core part of the company’s plans, as it looks to engage audiences for its artists. “I’m glad Instagram’s seeing this artist’s behavior and innovating with #1MinMusic – which is a very relevant, new-age genre of music today. We hope this provides the structure for artists, emerging and established, to understand the way they need to think about short-form video. We’re glad to have worked with Instagram on this,” he added.
The ‘1 Minute Music’ will be available for people to use within the Reels audio gallery.
Over the past year, Instagram has made several additions to its music features. This includes music on feed post, save sounds, voiceover, mixed audio, Superbeat, 2D and 3D lyrics, audio browser amongst others.