Reports Music

Music’s Instagram moment The social music creation revolution

Report by Tatiana Cirisano
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20,000 foot view

Social media has steadily integrated music, and music creation tools have steadily become more social. These trends are converging, accelerated by shifts in consumer behaviour and artificial intelligence (AI). The result could be a new set of music creation and re-creation tools, integrated within social platforms and geared towards casual consumers. It would represent a new revenue and fandom driver for music rights holders. But the social and creator tools industries could more easily (and cheaply) capitalise on this opportunity on their own, adding urgency for the music industry to design new licensing frameworks.

Key insights

  • The average            spends            hours per week using            media, compared to            hours streaming           
  • Average consumer            spent creating and producing content                       between            and            2022 to            hours            week
  • Content creation            growing even faster among            who            an average of            hours per            creating content in            2022, a            on            aficionados are more likely            be social platform WAUs, especially            Twitter, where they over-index by            to the average consumer
  • Because younger            spend more time streaming music,            platforms with younger userbases are            prime targets for music integration            — particularly Snapchat, TikTok, Instagram            and YouTube Shorts
  • Artificial intelligence            stem-splitting, and augmented reality will            the development of social music            tools
  • These tools            into two categories: music creation            revenue flows to the music            tools industry) and music recreation            revenue flows to music rightsholders)
  • TikTok and            are the social platforms best            to capitalise on this opportunity

Companies and brands mentioned in this report:  Apple, Ariana Grande, Artiphon, AudioShake, Bandersnatch, BandLab,, BTS, BTS ARMY, ByteDance, Calvin Harris, CoSo, Endlesss, Epic Games, Epidemic Sound, Facebook, FKA Twigs, Halsey, Holly Herndon, HYPH, Instagram, Instagram Reels, JukeDeck, KILLBOY, LANDR, Lil Nas X, Minibeats, Mubert, Netflix, Orbacam, Roblox, Snapchat, Splash, Splice, Spotify, Starmony, SZA, Taylor Swift, TikTok, Tinder, Twitter, YouTube Shorts, YouTube