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


Pinterest’s TikTok competitor is gaining new music. The company announced today Video-focused Idea Pins It will now include the ability to add popular tracks from top artists, thanks to new licensing deals with Warner Music Group, Warner Chappell Music, Merlin and BMG. The company indicated that this will expand to music already offered through Pinterest’s royalty-free music library from 7Digital.

With the launch, Pinterest says there will be thousands of new tracks available 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 name or keyword in order to find the right song to accompany the Idea Pin.

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

The update could help make Idea Pins from Pinterest a more viable competitor to TikTok as well as other social apps that have gone into the short video format, such as Instagram Reels and YouTube Pants – all of which already include the ability to add popular songs from the main labels.

Launched last yearIdea Pins are Pinterest’s unique take on the now ubiquitous TikTok short video format, which has been featured in many apps including Snapchat, Instagram, Facebook and YouTube, spotifyAnd the Netflixand recently Twitter. Rather than copying TikTok directly, as some others have done, 60-second Idea Pins allow creators to tell their stories using a combination of videos, photos, music and other editing tools — but in a way that the same Pins can be clicked through, which is similar to Stories. In the meantime, the Idea Pins feed scrolls vertically, like TikTok.

This format can be useful for the kinds of videos that Pinterest creators want to create because it allows them to easily add items to their Pins that the video-only feature wouldn’t easily allow—like the ingredient list and recipe steps, for example, or the names of products used in makeup tutorials.

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

This summer, Pinterest opened the Idea Pins format to advertisers, too, With the launch of “Idea Ads .”. “

“Music plays a vital role in elevating storytelling and empowering the storytellers, creators and intellectuals who inspire the world every day on Pinterest,” Malik Ducard, chief content officer of Pinterest, said in a statement about the launch. “We are excited to partner with Warner Music Group, Warner Chappell Music, Merlin and BMG to bring the latest tracks to our platform and elevate the content and inspiration created on Pinterest.”

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