Of all the social media platforms, Pinterest might be the one most under the radar for the music industry. People do use this ‘visual discovery engine’ for musical purposes, but historically, music hasn’t really been that high in its priorities for new features.
There were signs of that changing in May 2021 when it signed a deal with Epidemic Sound to provide music for a new ‘Idea Pins’ feature – user-created video clips that were essentially Pinterest’s version of stories on other platforms.
Now there are some more music partners: Warner Music Group (including publisher Warner Chappell), Merlin and BMG. That means Pinterest users will now have commercial as well as production music available to use in their videos. The news came alongside new back-end partnerships for Pinterest with music companies 7digital and Rumblefish.
This music should get heard too: Idea Pins were part of several other new features and initiatives announced by Pinterest this week, including a ‘watch’ tab that looks a lot like TikTok, with a scrolling feed of full-screen Idea Pins.
The company is also putting $20m into a new ‘creator rewards’ fund to pay people whose content becomes popular.