Instagram launches ‘1 Minute Music’ pop-ups to reimagine the concept of a music video with Reels

On World Music Day, Instagram kicked off a series of #1MinMusic pop-ups, to highlight how music videos can be reimagined with Reels. A selected set of artists will launch their original music, with music videos shot at the pop-up, and release them instantaneously. The first pop-up in the series was launched by the cast of the upcoming Bollywood movie, ‘Jug Jugg Jeeyo’, which included actors Varun Dhawan, Kiara Advani and Anil Kapoor.

Paras Sharma, Director, ​​Content & Community Partnerships, Facebook India (Meta), said, “With #1MinMusic Pop-ups, we plan to democratize song releases and music video creation, so artists everywhere can shoot and release their videos on Reels. This will lead to the faster discovery of new talent, and greater salience for music from established artists. We’re thankful to the diverse group of artists who’re part of the pop-up, and the cast of ‘Jug Jugg Jeeyo’ who kicked it off with their entertaining moves.”

#1MinMusic pop-ups

#1MinMusic is Instagram’s music property featuring exclusive music tracks and videos from over 200 national and regional artists. The property has been launched to inspire established and emerging artists to innovate and create music in a completely new way leveraging the high engagement from fans, and uniqueness of the format offered by Reels. As part of this property, music from Shaan, Mame Khan, Himanshi Khurana and Kaur B have already been released.

Now, to illustrate the way music videos can easily and creatively be made on Reels, Instagram is launching a series of #1MinMusic pop-ups. The pop-ups will be held in multiple cities, starting with Gurgaon. In this unique initiative, emerging and established artists will be paired with Instagram-first videographers, to shoot their music videos using  multiple creative studio backdrops and genre specific set up, created specially for this pop-up.

The pop-up in Gurgaon will be from June 19th to 21st, and will feature artists such as Dhvani Bhanushali (@dhvanibhanushali22) who’s songs are already a sensation on Reels; Kabeer Kathpalia (@oaffmusic), who’s song ‘Doobey’ from the movie ‘Gehraiyaan’ got the nation grooving; Rashmeet Kaur (@rashmeetkaurofficial), who’s version of ‘Bajre Da Sitta’ has over 240k reels created with it; and Aditya A (@aditya.sirsa), who’s song ‘Chaand Baaliyan’ has over a millions reels created with it.

Adtiya A aka @aditya.sirsa, said, “Being discovered is hugely important for artists, so we get the motivation to hone our craft and start to get monetizable opportunities. On Reels, music is the currency that’s getting people to share their talent and experiences, and getting discovered in that process. That’s why #1MinMusic is a legit format, because it’s highly consumed. I’m happy to be part of this property from Instagram, and to also launch my original with a music video at the pop-up.”

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