Instagram has announced a series of 1 Minute Music pop-ups as it partners with creators and artists to help them reinvent music videos in Reels format. As part of the initiative, a select group of artists will release original music and music videos shot during the pop-up, which is hosted at the company’s Gurugram office. Instagram will help these artists with setup, videographers, etc., to create these one-minute videos.
The series’ first pop-up was launched by the cast of the upcoming Bollywood film, Jugg Jeeyo jugwhich included actors Varun Dhawan, Kiara Advani and Anil Kapoor.
“The pop-up was contextualized by the “1 Minute Music” and is therefore part of it. The short video format is something that has the fancy of creators as well as fans. What we’ve seen in music is that more and more artists are being discovered on Reels, labels have also started releasing music on Reels,” said Paras Sharma, Director, Content & Community Partnerships , Facebook India (Meta), at indianexpress. com.
The track “1 Minute Music” is part of Instagram’s Reels feature, which launched in May this year. This includes a set of music tracks and videos, exclusively available on its platform, from over 200 artists including Dhvani Bhanushali, Neeti Mohan, Shaan, Himanshi Khurana, Anirudh and GV Prakaash Kumar. The pop-up is now an effort to take that music further, with video content. “We’ll be pairing up established artists, recruiting up-and-coming artists, recruiting some of the best videographers, and helping create music video experiences,” Sharma added. The company also plans to bring the pop-up concept to other cities and said it won’t be limited to subways as artists across the country have seen growth on the platform.
According to Kabeer Kathpalia — the film’s composer Gehraiyaan — there is a challenge when it comes to telling the story in a one-minute song. “It allows you to do things that you couldn’t do in a full three-minute song by itself because you’re basically giving the hook and just a little bit around. So it’s an interesting challenge to try to engage someone for a minute and have recall value in that minute,” he told indianexpress.com. Kabeer is also creating a video for the pop-up.
The challenge is something that also intrigues singer Lotika Jha, who is teaming up with Kathpalia at the pop-up. “With the one-minute track, I found there was a lot more room to experiment. I like the one-minute tracks. Now I feel like it inspires you too moreover, which keeps your audience coming back, so that’s just a positive,” she said.
On the last day of the Pop-up on June 21, the clips will be released. The songs can be used in the #1MinMusic playlist, in the Reels audio library.