Pinterest’s New Partnership With Music Publishers Give Creators Access To Popular Music To Add To Their Idea Pins

Source: Pinterest

Pinterest announced a new partnership with music publishers Warner Music Group, Warner Chappell Music, Merlin, and BMG that brings popular music and top artists to the platform.

Through the partnership, creators will be able to add songs from artists like Ed Sheeran, Bruno Mars, Silk Sonic, Anitta, and many more to their add Idea Pins, the platform's short-form video feature. Pinterest is also rolling out a new music user experience for iOS and Android that makes it easier for users to search and find songs by title, artist, or keyword.

One of the biggest reasons that Idea Pins haven't received the same attention as TikTok, Instagram Reels, and YouTube Shorts has been its lack of music options. Until now, creators were limited to using music in the platform's royalty-free music library. With the ability to use popular and trending music in their Idea Pins, creators have more creative freedom and options. There's also the ability for creators and their content to be discovered when users search for content that uses specific artists or songs.

Currently, songs can only be used for personal, non-commercial purposes, but based on Meta's Music Revenue Sharing and YouTube's Creator Music programs, which allow creators to use popular music in monetization-eligible content in exchange for a revenue share, Pinterest will likely roll out similar initiatives in the future.

As competing short-form video features have shown, audio, specifically music, plays a significant role in the short-form video experience for creators, viewers, and artists. By expanding music options, Pinterest is now more in line with TikTok, Meta, and YouTube, all of which have deals with major music labels and publishers.

In the past few months, Pinterest launched several tools for creators, such as Board Stickers and editing tools, to provide creators with more ways to express themselves using Idea Pins.