Pinterest Partners With Warner Music, Merlin and BMG

Warner Music Group, Warner Chappell Music, BMG and the independents’ digital rights agency Merlin have struck content arrangements with Pinterest, a move that will enable the imaging sharing and social platform’s millions of users to interact with popular music.

Announced Wednesday (Oct. 19), Pinterest’s raft of partnerships which will allow its community to add tracks to their Idea Pins from a global catalog, including works by Ed Sheeran, Silk Sonic, Anitta, and many others.

WMG becomes the first major label to partner with Pinterest, highlighting the music giant’s commitment to bringing music to fans to create and engage with via short-form video content, a rep explains.

“The future of media will be founded on music,” comments Oana Ruxandra, chief digital officer & EVP, business development, WMG, in a statement. “WMG, including our publishing partners at Warner Chappell, 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.”

The content drop is powered by 7Digital, the B2B digital music solutions platform, and expands on Pinterest’s existing royalty-free music library. Music micro-licensing expert Rumblefish is providing Pinterest with music metadata and license management services, a statement explains.

“This partnership has been a truly collaborative process to visualize how Pinterest creators can make music a more integral part of their experience on the platform,” add Jeremy Sirota, CEO, Merlin. “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.”

As Pinterest introduces a library of licensed major label and independent music, the San Francisco-based business presses the button on a new music feature to make it even easier for Pinners and creators to find and add their favorite tracks to Idea Pins.

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

Pinterest launched in 2010 and boasts more than 400 million monthly active users who’ve dropped billions of “pins,” bookmarks to save quality content for later. The service is available on iOS and Android, and at pinterest.com.