New Partnerships For Pinterest

Pinterest might not be the first platform to come to mind when we say 'music marketing', but that could soon change.

This week, Pinterest announced new partnerships with Warner Music Group (Nasdaq: WMG), Warner Chappell Music, Merlin, and BMG. These partnerships are set enhance users’ musical experiences on the platform by allowing them to incorporate music from the likes of Ed Sheeran, Silk Sonic, Anitta, and many more into their Idea Pins.

Idea Pins are Pinterest's take on short-form video content, launched in 2021. The can be up to 60 seconds long and they allow users to create clips featuring up to 20 pages of videos, images and text.

Speaking on the announcement, Malik Ducard, Pinterest Chief Content Officer said:

"Music plays a vital role in elevating storytelling and empowering storytellers, creators and Pinners who inspire the world every day on Pinterest. 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, Chief Digital Officer & EVP, Business Development, WMG, echoed that sentiment, saying:

“The future of media will be founded on music. WMG, including our publishing partners at Warner Chappell, is incredibly excited to partner with Pinterest to help inspire their users to engage, design and imagine. Together, the creative potential for Pinterest audiences will be virtually endless.”

Merlin CEO, Jeremy Sirota added:

“This partnership has been a truly collaborative process to visualize how Pinterest creators can make music a more integral part of their experience on the platform. We are excited to make independent music part of Pinterest’s exciting feature. Merlin members are excited to see the content that emerges from it.”

Alongside the new partnerships, Pinterest has launched a new music user experience, that allows users to to search for their desired track by song title, artist, or keyword.

Pinterest is taking its platform into a new territory with the expansion of its music library, powered by 7Digital. As it invests in the ever growing and complex relationship between social media and music, the platform could position itself as a key channel for music marketing.

These partnerships pave the way for new opportunities for artists to reach audiences, both new and existing, though their music and their own Idea Pins.

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