The social media platform Pinterest announced new music partnership deals with Merlin, BMG, Warner Chappell and Warner Music Group to provide users with a wider range of licensed music.
Pinterest users, the so-called ‘Pinners’, will now have a wide range of fully licensed popular tracks – by artists like Ed Sheeran, Anitta and Silk Sonic – at their disposal to be added to Idea Pins.
Thanks to the partnership with Warner Music Group, Warner Chappel, Merlin and BMG, music by some of the top artists from these catalogues will be present on the platform. Through this, Pinterest will expand its already existing music library, which until now consisted of royalty-free music only. On top of that, Rumblefish is going to provide licence management services as well as music metadata to the platform.
“Music plays a vital role in elevating storytelling and empowering storytellers, creators, and Pinners who inspire the world every day on Pinterest,” said the chief content officer for Pinterest, Malik Ducard. “We are thrilled to partner with Warner Music Group, Warner Chappell Music, Merlin and BMG to bring the latest music tracks to our platform and elevate the content and inspiration created on Pinterest.”
Oana Ruxandra, the chief digital officer and EVP of business development for WMG spoke about the excitement from both WMG and Warner Chappell about the partnership, stating that “together, the creative potential for Pinterest audiences will be virtually endless.”
Along with the new music and artist catalogue, now made available on both iOS and Android, a new music UX has also been implemented to Pinterest. This is to make looking for specific tracks effortless and intuitive, allowing pinners to search the music library by song title, artist or keyword. Basically, the goal is to make it so that creators have an easy time adding their favourite songs to pins.
The recent additions should allow creators to “engage more deeply and creatively with their audience, unlocking new ways for them to inspire through their content with music expression”, Pinterest states. Though the tool for adding Music in Idea Pins is only currently available in the US, it is exciting nevertheless to see what doors these partnerships might open for new forms of UGC.