For the first time in the history of Instagram, the Facebook owned company has launched their own content platform by the name of @music. The reason for this is simple: over 300 million people use Instagram, and more than 25% of their most popular accounts are musicians.
At first this number seems staggering, but don't forget to focus on the line "most popular accounts." It doesn't come too much of a surprise once you think about it, because musicians, actors, and other celebrities are undoubtedly going to have the most popular accounts. Regardless, we approve of them choosing music over really any other field.
The Instagram post they uploaded via the new account states "The music community is –– and always has been –– an important part of Instagram. For the past four years, we have become the home for artists big and small –– a place where people across the musical spectrum come to share stories, reveal their creativity and connect directly with fans."
With the platform, they are hoping to break artists, focus on upcoming names, give 15 second music lessons, and show you a different side of artists that you already know. They've already got two official profiles launching for Questlove (The Roots) and Japanese rock band Tricot, so it appears that artists are starting to get involved.
This all sounds good on paper, but I think the most important thing to remember is this: music is heard, not seen. Yes, Instagram does have sound, but only in 15 second clips. Considering the attention span of people these days this is probably not too much of a problem for certain content, but there are undoubtedly limitations.
Quick clips of concerts are nice, funny moments from artists, and we could even see quick vocal warm up or production tips being a good thing, but at this point "breaking artists" seems like a stretch. We can only imagine there are already various record labels involved or swarming to get involved, trying to find that first artist who blows up thanks to Instagram Music. Only time will tell.