Instagram launches ‘1 Minute Music’ tracks for Reels

Instagram has unveiled a new music property, ‘1 Minute Music’ – a set of music tracks and videos, exclusively available on its platform, for use on Reels and Stories. This includes music from200 artists across India. Reels has been a global stage for music and artist discovery ever since its launch.

Paras Sharma, Director, ​​Content & Community Partnerships, Facebook India (Meta), says,“Music is a catalyst for trends on Instagram today. In fact, 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.” 

The property will have representation from artists across India, including Hindi artists like Dhvani Bhanushali, Neeti Mohan and Shaan; Punjabi artists like Jassie Gill, Himashi Khurana and Gurnaam Bhullar; and Tamil artists like Anirudh, Sivaangi and GV Prakaash Kumar. The music will be accompanied by videos, which too will be available exclusively on Instagram. Most recently, 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, says, “Reels is a core part of our plans, as we look to engage audiences for our artists, and immerse their songs in pop culture. I’m glad Instagram’s seeing this artist’s behaviour 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.” 

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. 

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