Instagram se lance dans la musique et part à la découverte de nouveaux talents avec @music

Si l’image est le fond de commerce d’Instagram, pour élargir son horizon et proposer de nouvelles expériences à ses plus de 300 millions d’utilisateurs, l’application lorgne désormais vers un nouvel univers en lançant un compte dédié à la musique.

The music community is –– and always has been –– an important part of Instagram. For the past four years, we have become the home for artists big and small –– a place where people across the musical spectrum come to share stories, reveal their creativity and connect directly with fans. Today we’re launching @music, a new account dedicated to exploring music around the globe, from those who create it to the community around it. Each week, we’ll take a look at the musical experience on Instagram. That means showing you a different side of artists you know and love, like Questlove (@questlove), and introducing you to up-and-coming talents from around the world, like Tricot (@ikkyu193). It means highlighting music photographers, album illustrators, instrument makers and, of course, fans. In the Instagram tradition, we will also welcome community participation with a new, music-themed monthly hashtag project. Music is a huge part of all of our lives here at Instagram. It’s a passion of ours, and we know it’s a passion of yours. So follow along at @music –– we think you’ll discover something new. — Kevin Systrom, Founder and CEO Art by @jaredeberhardt

Une photo publiée par Instagram @music (@music) le 29 Avril 2015 à 5h57 PDT

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Lancé depuis moins d’une semaine, @music sur Instagram compte déjà plus de 72 000 abonnés. Derrière ce compte, nous retrouvons donc l’équipe d’Instagram qui cherche à développer son champ d’action, se diversifier, et nous l’imaginons aussi, développer sa base d’utilisateurs. Le but de @music est donc de promouvoir ceux qui font, mais aussi ceux qui aiment la musique.
Et si à terme le compte donnera, à n’en pas douter, la parole aux artistes mondialement connus, il est aussi question d’en présenter de nouveaux. Un joli coup de pub pour ces musiciens encore « underground » (comme avec la première publication sur le groupe de math rock féminin Tricot). Voici une initiative intéressante de la part d’Instagram et qui pourra s’avérer pertinente si cette machine de guerre des réseaux sociaux met les moyens pour dénicher de nouveaux talents…
Ci-dessous, les premières publications du compte @music

When it comes to music, Roots drummer and “Tonight Show” bandleader Questlove (@questlove) is all about the highs and lows. Take DJing, for instance. Give the crowd too many hits and you’ll numb them into the ground; too many non-jams and you’ll drive them off the dance floor. “When I first started, I was just desperate,” he says about the lack of pacing in his shows. “I was like, this is a hit, this is a hit, this is a hit. And you get addicted to the adrenaline rush of, ‘OH MY GOD THIS IS MY SONG.’ You kill them so much. I realized that now I am more obsessed with the opposite. I will put a bad song on and actually watch them filter out the floor. And I will wait two minutes [then play] ‘Uptown Funk’ –– ‘OH MY GOD IT’S MY SONG’ –– and then the scream is bigger than before. –Instagram @music Photo by @questlove

Une photo publiée par Instagram @music (@music) le 29 Avril 2015 à 6h22 PDT

Since 2010, Ikkyu Nakajima (@ikkyu193), Motoko “Motifour” Kida and Hiromi “Hirohiro” Sagane have been on a journey with no destination — an endless road trip of instant ramen, rock climbing walls and fake mustaches. The girls make up the band Tricot (pronounced “tree-ko,” after the French word for a type of knitting), a math rock trio based in Kyoto with a penchant for emotional vocals layered over complex guitar riffs. “When we first started Tricot we thought that we wanted to be signed to a big record label but we don't think it's cool at all,” says Nakajima, who plays guitar and sings. “The way we’re doing things at the moment, we have absolutely no idea what’s going to happen next — and that’s precisely why we want to do it this way.” –– Mike Sunda for Instagram @music Photo by @ikkyu193

Une photo publiée par Instagram @music (@music) le 29 Avril 2015 à 11h34 PDT

Grizzly Bear lead singer Ed Droste (@edroste) is happy to call Los Angeles home, but travel is one of his true callings. There he is throwing up mock-gang signs in coastal Massachusetts, playing cricket in Jodhpur, India, and exploring a snow-covered field in Lucerne, Switzerland. “It’s my favorite thing to do other than music,” he says. “I’m always hyper-stimulated when I go to another country.” Not only does Ed document his travels, he also likes to capture his life as a working musician. When the members of Grizzly Bear sequestered themselves at Ed’s mother’s to record their last album, he regularly posted photos from their studio sessions. “It’s inspiring to have another outlet when you’re creating something,” says the 36-year-old musician. “When I look back, it looks like a snapshot of a certain time, with the colors I was using then.” #DoubleTrack – Margaret Wappler for Instagram @music Photo by @edroste

Une photo publiée par Instagram @music (@music) le 30 Avril 2015 à 6h23 PDT

Today we’re launching our first Monthly Hashtag Project on @music, a series featuring challenges with designated themes and hashtags.  This month’s challenge is #MHPlive. The goal is to make creative images of a live musical performance. Our project takes inspiration from Sacha Lecca (@sachalecca), Deputy Photo Editor at “Rolling Stone.” Lecca  learned to shoot and print black-and-white film at a young age from his father, a former member of a Romanian rock band. Although Lecca’s profession allows him to spend time with musicians offstage, the goal of this project is to make interesting pictures of a live show without special access. “Since we live in an age where we communicate more and more with images, it’s hard to imagine being anywhere without someone taking photos. The challenge is to come up with something really great and unique out of a situation where you have many other photographers right along side you shooting the very same thing.” Lecca’s tips: “Arrive early. This might sound obvious but it’s a best practice if you want to be closer to the artist. Keep your attention on the band during the quiet, in-between moments. There might be a gesture or an exchange between the band of some kind that may make for a unique shot. Don’t just shoot the performance … it could be fans arriving or in line outside, it could be the empty venue after the show.” PROJECT RULES: Please add the #MHPlive hashtag only to photos and videos taken this month and only submit your own. If you include music in your video submissions, please only use music to which you own the rights. Any tagged image or video taken this month is eligible to be featured. Finally, please respect an artist’s wishes if they ask not to be photographed or recorded. For more inspiration, check out blog.instagram.com. Featured photo by @sachalecca

Une photo publiée par Instagram @music (@music) le 1 Mai 2015 à 6h42 PDT

Visual creativity has been a part of Until the Ribbon Breaks’ (@untiltheribbonbreaks) identity since its inception. For the band’s lead singer, Pete Lawrie Winfield, it’s about capturing something cinematic –– black-and-white photos of synths and drum pads, palm trees and pools. During the making of the group’s recent debut record, “A Lesson Unlearnt,” they projected the expansive landscapes from Terrence Malick and Baz Luhrmann films onto the wall of their studio with the sound off, in order to open their minds to different tones and rhythms. “If you project an image moving in front of you, huge on the wall, the whole room is suddenly as big as you want it to be,” explains lead singer and songwriter Pete Lawrie Winfield. “It’s not just four walls anymore. It’s a solar system, which allows your brain to go a lot further.” Photo by @untiltheribbonbreaks

Une photo publiée par Instagram @music (@music) le 2 Mai 2015 à 6h21 PDT

No Brain (@officialnobrain) helped kick-start the South Korean punk movement in the late 90s, establishing a measure of fame with songs about women, booze and general rabble-rousing. Still, it hasn’t been easy. “The rock scene in Korea sucks,” the band’s drummer, Hyunsung “Dolly” Hwang, says. In the United States, Korean pop acts are finding increasing fame, but Korean rock bands are barely making a blip. For No Brain, who like to share their musical, often shirtless adventures with their fans, that may change soon, as the group is set to unleash its first English-language EP. Even when singing in their native language, the band’s infectious energy and self-deprecation have already won over American fans. “The Korean audience, they’re ready to party,” says Dolly. “They party like it’s the last day of the Earth … The American audiences like to buy us drinks after the show, where in Korea, they get drunk themselves.” –– Dan Reilly for Instagram @music Photo by @officialnobrain

Une photo publiée par Instagram @music (@music) le 3 Mai 2015 à 6h27 PDT

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