Instagram has announced a series of 1 Minute Music pop-ups where it collaborates with creators and artists to help them reimagine music videos in the Reels format. As part of this initiative, a select group of artists will be releasing original music and music videos filmed in the pop-up, which is hosted at the company’s Gurugram office. Instagram will help these setup artists, videographers, etc. to create these 1 minute videos.
The first popup in the series was released by the cast of the upcoming Bollywood movie, jug jug jioThe cast includes Varun Dhawan, Kiara Advani and Anil Kapoor.
“The popup has been contextualized by ‘1 Minute Music’ and is therefore a part of it. The short video format is something that has impressed creators and fans alike. What we’ve seen in music is that artists are increasingly being discovered on Rails, and labels are also starting to come in. Launching music on reels,” Paras Sharma, Director of Content and Community Partnerships, Facebook India (Meta), told Indianexpress. com.
The ‘1 Minute Music’ track is part of Instagram’s Reels feature, which launched in May this year. This includes a range of music tracks and videos, available exclusively on its platform from over 200 artists including the likes of Dhvani Bhanushali, Neeti Mohan, Shaan, Himanshi Khurana, Anirudh and GV Prakaash Kumar. The popup is now an attempt to push this music forward, with video content. “We will pair up well-known artists, get emerging artists, get some of the best videographers around, and help create music video experiences,” Sharma added. The company plans to bring the concept of pop-ups to other cities as well and said it won’t just be on the metro as artists from all over the country have seen growth on the platform.
According to Kabir Cathepalia – the author of the film greedy There is a challenge when it comes to telling the story with a one-minute song. “It allows you to do things that you can’t do in a full three-minute song per se because you’re basically just hooking and a little bit of it. So trying to engage someone for one minute and get little value in that minute is an interesting challenge,” He told Indianexpress.com. Kabir also creates a video for the popup.
The challenge is something that piques the curiosity of singer Lutika Jha, who shares with Cathbalia in the pop-up. “With the 1-minute track I’ve found there’s more room to experiment. I totally enjoy the 1-minute tracks. Now I feel like it also leaves you wanting more which keeps your audience coming back. So that’s just a plus point.”
On the last day of the pop-up on June 21, music videos will be released. The songs will be available for use in Playlist #1MinMusic, in the Reels audio library.