Pinterest partners with Warner, Merlin and BMG

19 oct 2022 - 17:49

Published under the Creative Commons Licence

Image sharing and social media service Pinterest has entered into partnerships with Merlin, BMG, Warner Music Group (WMG), including its publishing arm Warner Chappell Music, that will enable its users access a bigger catalogue of music to add to their Idea Pins.

Pinterest users can now add songs by artists such as Ed Sheeran, Silk Sonic, Anitta and more to their Idea Pins.

Pinterest said the agreement will enable creators “to engage more deeply and creatively with their audience, unlocking new ways for them to inspire through their content.”

Pinterest also unveiled a new music interface for users to search for tracks by their song title, artist, or keywords and pin them.

“Music plays a vital role in elevating storytelling and empowering storytellers, creators and pinners who inspire the world every day on Pinterest,” Pinterest chief content officer Malik Ducard said. “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.”

WMG chief digital officer and executive vice-president of business development Oana Ruxandra said: “The future of media will be founded on music. WMG is incredibly excited to partner with Pinterest to help inspire their users to engage, design, and imagine. Together, the creative potential for Pinterest audiences will be virtually endless.”

“This partnership has been a truly collaborative process to visualise how Pinterest creators can make music a more integral part of their experience on the platform,” Merlin CEO Jeremy Sirota said. “We are excited to make independent music part of Pinterest’s exciting feature. Merlin members are excited to see the content that emerges from it.”

The labels represent artists such as English singer and songwriter Ed Sheeran, American super duo Silk Sonic, Brazilian singer Anitta, and many more.

To pin music, users need to:

● Open Idea Pins

● Click on music icon

● Search a song

● Add a track

● Record

● Publish

Users can also access a suite of publishing tools to make more content, which include services below:

● Video recording and editing for up to 20 pages of content.

● Voice-over recording so creators can add their own personal voice.

● Ghost mode transition tools.

● Detail pages for instructions or ingredients.

● Interactive elements like people tagging and stickers.

● Multi-draft save so creators can publish more ideas.

● Export options to share content beyond Pinterest.

● Topic tagging, a publishing feature that helps connect content to relevant interests.

The partnerships build on Pinterest’s music deals, which entail Rumblefish, which provides Pinterest with music metadata and licence management services, as well as Pinterest’s royalty-free music library powered by B2B digital music solutions platform 7digital.