The initiative is first rolling out in India and comes after Meta-owned Instagram first launched Reels in India and then expanded globally. It will include music from 200 artists spanning the length and breadth of the country.
“India is watching music,” said Paras Sharma, director (content and community partnerships) at Facebook India, Meta’s local unit. “There’s a very strong visual element to the way Indians consume music. Our musical entry point is through a visual element. That’s the core,” he told ET.
So far, the platform has released a dozen such music videos and Sharma said “hundreds more” will be released in the coming weeks.
“We are seeing very encouraging early signs,” Sharma said. “If I were to look at it from a consumer perspective, artists like Himanshi Khurana and Prince Narula’s one-minute music videos have recently been released and have already reached almost 9 million streams and 1.5 million plays. .”
The “1 Minute Music” will be available for people to use in the Reels audio gallery and will include established artists as well as emerging artists. Hindi artists like Dhvani Bhanushali, Neeti Mohan and Shaan, Punjabi artists including Jassie Gill, Himashi Khurana and Gurnaam Bhullar and Tamil artists Aniruth, Sivaangi and GV Prakaash Kumar among others will debut on the new format.
When asked if there are any plans in the works to launch this musical property in other countries, Sharma said that it is not planned at the moment. “That doesn’t mean there aren’t plans to launch it elsewhere. It could be (launched in other countries)…but right now that’s where we’re focused on making it a success.”