Many social media networks have tried and failed to become the go-to platform for musicians to engage with their fans. Remember Twitter #Music or Facebook Mentions? Are any musicians using Snapchat other than DJ Khaled?
But while others have fallen short in capturing the music world, Instagram has taken a series of small steps to turn its once photo-driven service into a creative haven where artists tease new music, reveal album artwork, announce tour dates, and offer intimate behind-the-scenes glimpses. To cite just a few of those steps, over the past year, the platform has extended the length of video posts to 60 seconds, introduced Instagram Stories (and later included the ability to add web links and tags, unlike its rival Snapchat Stories), and hired Lauren Wirtzer Seawood, Beyoncé's former digital guru, as head of music partnerships.