TikTok, Pinterest’s competitor, is gaining new music. Thanks to new licensing agreements with Warner Music Group, Warner Chappell Music, Merlin, and BMG, the company announced today that its video-focused “Idea Pins” feature will now include the ability to add popular tracks from top artists.
According to the company, this will supplement the music already available through Pinterest’s royalty-free music library from 7Digital.
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Pinterest claims that with the launch, thousands of new tracks will be available from artists such as Dan + Shay, Bruno Mars, Michael Bublé, Twenty One Pilots, Zach Bryan, Paramore, and others.
The Pinterest mobile app will also introduce a new music experience on iOS and Android to make it easier to browse and access this larger music catalog. Creators can search for music here by artist, track name, or keyword to find the perfect song to accompany their Idea Pin.
To use the feature, creators must first open Idea Pins, then click on the music icon to be taken to a screen where they can search for and add the track they want. They will then record and publish their Idea Pin.
The update could help Pinterest’s Idea Pins become a more viable competitor to TikTok and other social apps that have ventured into the short-form video format, such as Instagram Reels and YouTube Shorts — all of which already allow users to add popular songs from major labels.
Pinterest users can interact with the Idea Pins by liking, sharing, and commenting on them. They can, however, save them to different boards for later reference, which TikTok currently lacks.
Pinterest made the Idea Pins format available to advertisers this summer with the introduction of “Idea Ads.”
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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,” said Malik Ducard, Pinterest’s Chief Content Officer, in a statement about the launch.
“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.”