While everyone is battling to see who has the best music streaming service around, Instagram has decided to go in another direction and launch their own music channel; @music.
“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,” founder and CEO Kevin Systrom wrote on the company’s blog, this morning (April 29).
According to Billboard, out of the company’s 300 million+ users, a quarter of them (and their top accounts) are musicians or users who are part of the music industry in some aspect. This channel is a way to shed some light on these musicians, music photographers, album illustrators, instrument makers, and fans.
In the past, musicians have managed to use Instagram in several great ways that pushed the boundaries of the social media platform. Modest Mouse announced the release of their much-anticipated new album, Strangers to Ourselves; Tom DeLonge debuted some new songs; and last year, Georgia-based band Issues streamed their self-titled album in full.
The report also states the music channel will begin to post six items a week, from Tuesday to Sunday while also hosting 11 series which will span the “globe of music.” The first act to be featured on @music will be Questlove.
Since 70 percent of Instagram activity comes from international users, @music will equally focus on shining the light on foreign talent including J-Pop trio Tricot, the United Kingdom’s Until the Ribbon Breaks, and Korean group No Brain.
“One of our goals with this is to say ‘How can we help facilitate artists discovery?'” said Jonathan Hull, head of strategic partnerships/music for Facebook.
In addition to new aspects, Instagram will also be expanding their long-form blog which recently took an in-depth look at Madonna’s “colorful feed.”