As Facebook has continued to sign music-licensing deals that include Instagram, so artists and labels have been thinking about what more they can do with music and videos on the popular social app. Mark Ronson is the latest example of an artist to benefit: his ‘Pieces of Us’ track with King Princess is getting an inventive ‘interactive’ music video, made available entirely through Instagram stories.

AdWeek reports that the video is a collaboration between Columbia Records, Sony’s 4th Floor Creative and Facebook’s own ‘Creative Shop’ team.

“It was shot entirely using mobile phones, with AR effects but no postproduction, and Sony Music said Instagram Stories will appear over two consecutive 24-hour cycles, with each providing different ways for fans to interact,” it reported. “Fans will be able to do so via polls, questions and AR effects… Sony Music said the video will evolve across the 48-hour time period to incorporate content generated by fans, and the full video will then be posted to Ronson’s Instagram page via long-form video tool IGTV.” It sounds fun, and is one of the first such videos launched since Facebook opened up its Spark AR for Instagram creation tool earlier this month.

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Stuart Dredge

Music Ally's Head of Insight

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