Earlier this week, the news that Instagram was finally allowing users to comment and search using emoji had us all , but that was just the lead-up to an even bigger announcement.
Alex Suskind: The main Instagram account is the most popular on the platform, and the main way we interact with followers. In starting the @music account, we’re hoping to build on what we’ve done, and interact with the global music community in the same way. It’s really going to be an extension of what @instagram is – highlighting and elevating the most creative members of the global music community. We have a dedicated editorial team, who will at as treasure hunters, looking for hidden gems, and then highlighting those gems on the main account. It’s about curating photos, but it’s also about interviewing artists and sharing stories.
AS: Well, for starters, a quarter of the top accounts on Instagram are music related – you have Beyoncé and Taylor Swift and big people like that, but the reach goes way beyond that. In countries like Brazil and South Korea and all over the Middle East, there are a diverse array of musicians, who are huge on Instagram. K-Pop, for instance, is massive on Instagram. With the @music account, we’ll be highlighting everything, covering the big artists as well as the small, unsigned ones. We won’t just be covering musicians, either – we’ll be highlighting the community as a whole. That means you’ll see everything from instrument makers to sound technicians to music photographers, stylists, choreographers and fan art-makers on the site. We want to tap into the music community and elevate the most creative people we can find.
PTV: The main @instagram account posts twice daily – will @music be similar?