Pinterest partners with record labels to bring popular music to TikTok rival, ‘Idea Pins’ • TechCrunch

Pinterest’s TikTok competitor is getting new music. Today the company announced video-focused “Idea Pins” feature will now include the ability to add hit tracks from top artists, thanks to new licensing deals with Warner Music Group, Warner Chappell Music, Merlin and BMG. This will expand when the music is already made available through Pinterest’s royalty-free music library from 7Digital, the company notes.

With the launch, Pinterest says there will be thousands of new tracks from artists like Dan + Shay, Bruno Mars, Michael Bublé, Twenty One Pilots, Zach Bryan, Paramore and more.

To make it easier to browse and access this larger music catalog, the Pinterest mobile app will also introduce a new music experience on iOS and Android. Here, creators will be able to search for music by artist, track title, or keyword to find the right song to go with their Idea Pin.

To use this feature, creators will first open Idea Pins, then click the music icon to be taken to a screen where they can search and add their desired track. They will then record their Idea Pin and publish it.

The update could help make Pinterest’s Idea Pins a more viable competitor to TikTok and other social apps that have ventured into the short-form video format, like Instagram Reels and YouTube Shorts – all all have included the ability to add popular songs from major labels.

Released last yearIdea Pins is Pinterest’s unique feature on the now-popular TikTok short video format, which has appeared in many apps including Snapchat, Instagram, Facebook, YouTube, and more. Spotify, Netflixand most recently, Twitter. Instead of copying TikTok directly like some have done, 60 Second Idea Pins allow creators to tell their stories using a combination of video, images, music, and editing tools. different – but in a way that the Pins themselves can be mined through, similar to Stories. Meanwhile, the Idea Pins feed is scrolled through vertically, just like TikTok.

This format can be useful for the types of videos Pinterest creators want to create because it allows them to add elements to Pins that a video-only feature wouldn’t easily allow – like a list of members. the ingredients and steps for a recipe, for example, or the names of the products used in the makeup tutorial.

Pinterest users can like, share and comment on Idea Pins. But they can also save them to different boards for later reference — an organizational feature that TikTok lacks today.

This summer, Pinterest also opened the Ideas Pin format to advertisers, with the launch of “Advertisement of Ideas”. “

Malik Ducard, Director of Content at Pinterest, said: “Music plays an important role in enhancing storytelling and empowering storytellers, creators and pinners who inspire to the world every day on Pinterest,” Malik Ducard, Pinterest’s Chief Content Officer, said in a statement about the launch. “We’re excited to partner with Warner Music Group, Warner Chappell Music, Merlin and BMG to bring the latest hits to our platform and enhance the content and inspiration created on Pinterest.”


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