More than 475 million people are using Pinterest to make creative plans and collect content. Recently it introduced a new format called ‘Idea Pins’, which yesterday rolled out to users in the US, UK, Australia, Canada, France, Germany, Austria and Switzerland.

It’s a way to create longer video clips for Pinterest, including voiceovers and soundtracks. Those soundtracks will come from production music firm Epidemic Sound, which says it is providing a catalogue of ‘thousands’ of tracks for the new feature.

It’s the latest such deal for the company, following partnerships with Adobe (in June 2020) and photo and video editing apps firm Lightricks (in September 2020).

Investors approve of the strategy, clearly: Epidemic Sound recently raised a $450m funding round valuing the company at $1.4bn.

The firm still raises hackles elsewhere within the music industry, but it’s doing an effective job of getting its catalogue into various creative tools and creator workflows – with Pinterest potentially the biggest canvas yet.

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