Pinterest is partnering with Warner Music Group and other record labels to crank up the volume on its Idea Pins feature with the expansion of its existing royalty-free song library to include licensed tracks powered by B2B digital music solutions platform 7Digital.
The image-sharing and social media platform also teamed with BMG, Merlin, Warner Chappell Music and added music from well-known artists including Anitta, Ed Sheeran and Silk Sonic, according to a Wednesday (Oct. 19) press release.
Launched in the U.S., the U.K., Australia, Canada, France, Germany, Austria and Switzerland in May 2021, Pinterest’s Idea Pins enable creators to publish 60-second videos directly to the platform.
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“Music plays a vital role in elevating storytelling and empowering storytellers, creators and Pinners who inspire the world every day on Pinterest,” Pinterest Chief Content Officer Malik Ducard said in the release.
He added that the partnerships will bring creators the “latest music tracks” to help inspire creativity and “elevate the content.”
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Music licensing company Rumblefish is providing Pinterest with music metadata and license management services. The new music library on Pinterest is available via Android and iOS.
Pinterest also introduced the ability to search by artist, keyword or song title to make it easier for creators to improve the user experience and make finding music easy.
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Headquartered in San Francisco and launched in 2008, Pinterest has 433 million global monthly active users (MAU) as of the second quarter and reported revenue of $666 million, up 9% year over year, PYMNTS reported in August. MAU dropped 5% YOY.
“The future of media will be founded on music. Together, the creative potential for Pinterest audiences will be virtually endless,” said Oana Ruxandra, chief digital officer and EVP, business development, WMG.
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