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

In the run-up to World Music Day, Instagram today kicked off a series of #1MinMusic pop-ups, to highlight how music videos can be reimagined with Reels.

The first pop-up in the series by Instagram was launched by the cast of the upcoming Bollywood movie, ‘Jug Jugg Jeeyo’, which included actors Varun Dhawan, Kiara Advani, and Anil Kapoor. A diverse set of artists, from Dhvani Bhanushali and Kabeer Kathpalia to Rashmeet Kaur and Aditya A, will release their original songs, with videos, as part of the pop-up.

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 the uniqueness of the format offered by Reels. As part of this property, music from Shaan, Mame Khan, Himanshi Khurana, and Kaur B has 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-up 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-ups, created especially for this pop-up.

The pop-up in Gurgaon will be from June 19 to 21, and will feature artists such as Dhvani Bhanushali whose songs are already a sensation on Reels; Kabeer Kathpalia, whose song ‘Doobey’ from the movie ‘Gehraiyaan’ got the nation grooving; Rashmeet Kaur, whose version of ‘Bajre Da Sitta’ has over 240k Reels created with it; and Aditya A, whose song ‘Chaand Baaliyan’ has over a million Reels created with it.

Aditya A 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.”

The cast of the upcoming Bollywood movie, ‘Jug Jugg Jeeyo’, including actors Varun Dhawan, Kiara Advani, Anil Kapoor, and Maniesh Paul, launched the pop-up at the Meta office in Gurgaon. As part of the pop-up, the actors unveiled dialogue-based audio made for the promotion of the movie. The audio has been made by composer and meme creator, Mayur Jumani, and the actors made Reels with it, at the pop-up. They also collaborated with other creators, such as Komal Pandey, Siddharth Batra, RJ Abhinav, Saloni Gaur, and Shubham Gaur.

At the end of the Pop-up in Gurgaon on June 21st, music videos from all the artists involved will be released. The songs will be available to use in the #1MinMusic playlist, in the Reels audio library.

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