Reels is a growing global stage where artists and music are being discovered. Since launch, artists have been using Reels to launch their music and share it with others, which in turn is fueling many trends on the platform. To fuel this further, and to inspire others to unleash their talent as well, Instagram has launched the #1MinMusic property in May this year.
#1MinMusic is a set of music tracks and videos, exclusively available on Instagram for use on Reels and Stories. This includes music from 200 artists across India. This includes Hindi artists like 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.
Paras Sharma, Director, Content & Community Partnerships, Facebook India (Meta), gives more context:
“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 #1MinMusic, 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.”
Several music labels, aggregators and agencies have worked with Instagram to make this property possible. Vivek Raina, Managing Director – India, Believe, which is one of the partners for the property, said:
“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 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.”
(A BTS reel, capturing the essence of the #1MinMusic pop-up in Gurgaon)
Further, to illustrate the way music videos can easily and creatively be made on Reels, Instagram launched a series of #1MinMusic pop-ups. The first of these took place in June this year, in Gurgaon, at the Meta office. In this unique initiative, emerging and established artists were paired with Instagram-first videographers, to shoot their music videos using multiple creative studio backdrops and genre specific set up, created specially for this pop-up.
Adtiya A aka @aditya.sirsa, and the voice behind the widely popular “Chand Baaliyan: song, said:
“Being discovered is hugely important for artists, so we get the motivation to hone our craft and start to get monetizable opportunities. On Reels, music is the currency that’s getting people to share their talent and experiences, and getting discovered in that process. That’s why #1MinMusic is a legit format, because it’s highly consumed. I’m happy to be part of this property from Instagram, and to also launch my original with a music video at the pop-up.”
The #1MinMusic tracks will be available for people to use within the Reels audio gallery. They can also be seen in these Instagram Guides (Guide 1, 2, 3 & 4), as well as on this Spotify playlist.