On Wednesday, Pinterest announced deals that will allow users to add popular music to their video posts, called Idea Pins.
Similar to the TikTok-style video feature, Pinterest will be adding more music options through deals with record labels including Warner Music Group, Warner Chappell Music, Merlin, and BMG. According to sources, the platform is also tapping Rumblefish for music metadata and license management services.
Pinterest adding popular music to its existing royalty-free catalog brings it closer in line with other short-form video offerings like Instagram Reels and YouTube Shorts as they take on TikTok.
A new user experience will give Pinterest members the ability to search for desired tracks by title, artist, or keyword, Pinterest said in a blog post. “Music plays a vital role in elevating storytelling and empowering storytellers, creators and Pinners who inspire the world every day on Pinterest,” says Malik Ducard, chief content officer.