Instagram has announced a series of 1 Minute Music pop-ups as it teams up with creators and artists to help them reimagine music videos with the Reels format. As part of the initiative, a select set of artistes will launch original music and music videos shot at the pop-up, which is being hosted at the company’s Gurugram office. Instagram will help these artistes with the setup, videographers, etc, to create these one-minute videos.
The first pop-up in the series was launched by the cast of the upcoming Bollywood movie, Jug Jugg Jeeyo, which included actors Varun Dhawan, Kiara Advani and Anil Kapoor.
“The pop-up has been contextualised by the ‘1 Minute Music’ and therefore it’s a part of it. The short-form video format is something which has got the fancy of creators as well as fans. What we saw in the music is that increasingly, the artists are getting discovered on Reels, labels have also started to launch music on Reels,” Paras Sharma, Director, Content & Community Partnerships, Facebook India (Meta), told indianexpress.com.
The ‘1 Minute Music’ track is a part of Instagram’s Reels feature, which was launched in May this year. This includes a set of music tracks and videos, exclusively available on its platform from over 200 artists including the likes of Dhvani Bhanushali, Neeti Mohan, Shaan, Himanshi Khurana, Anirudh and GV Prakaash Kumar. The pop-up is now an effort to push this music further, with video content. “We’ll pair established artistes, get emerging artistes, get some of the best videographers and help create music video experiences,” Sharma added. The company plans to bring the pop-up concept to other cities as well and said it won’t limit itself to just metros as artists from across the country have seen growth on the platform.
