Instagram TV (IGTV) – A New Opportunity for Musicians

In Guides for Musicians by Jake LLeave a Comment

Last updated on May 2nd, 2019 at 08:31 am

Instagram has recently released its new stand-alone app called Instagram TV (IGTV), a new platform where content creators can share their art through videos. Not only is this a great platform for content creators such as video makers and vloggers, it’s an amazing opportunity for musicians to get their music out there.

The internet has definitely changed how people consume music. People also use the internet to listen to music, discover new artists, and even put out their own content for others to watch or listen to.

A New Age – The Digital Age

With websites like YouTube and Facebook taking over the internet world in how we consume entertainment, we can’t forget about other social media platforms/websites such as Instagram, Twitter, Twitch, and many others.

If you’re a musician who’s trying to get their music heard or trying to get people to discover your talent and personality, it’s very important for you to utilize these platforms.

Nowadays we see thousands of musicians, singers, music producers, and artist utilizing websites like YouTube, Facebook, and even Twitch as vehicles that help drive their music careers.

We’ve even seen artists getting discovered on an app called Vine, which was shut down on January 17, 2017. Vine may have died, but it was a starting point for many contents creators, singers and musicians included, who have elevated their career in a way that wasn’t possible in the past.

To summarize what I am trying to say if you’re a musician who wants to grow their music career, it’s time start utilizing the tools and platforms that the internet has provided us with.

IGTV and Musicians

Now, this all brings us to the newest social media platform that musicians can utilize, IGTV. Forbes calls this “Instagram’s Bravest Update Yet” and for good reason.

It gives us a new place for us to find videos of our favorite content creators and even provides an opportunity to be a content creator ourselves.

If you’re a musician, you’re probably familiar with the idea of sharing your music through videos online, or through music streaming. Maybe you’ve already uploaded some of your music through videos on websites like YouTube or Facebook.

Well IGTV can be looked at as the same thing, except with a twist.

Vertical Videos. 

IGTV uses a vertical video type of layout, targeting mobile users as their main audience.

This can be both a good thing and a bad thing, depending on how you look at it, but it’s definitely innovative.

IGTV Positives for Musicians

1. A Focus on a New/Old Audience

Instagram’s idea of focusing on vertical videos is actually very smart. It obvious that they are trying to target the 1 billion monthly users on Instagram, who are mostly people using their smartphones to access the app.

This is a great opportunity for any type of artist, especially musicians, as it allows people to access a new audience online. IGTV also links with your current Instagram account, allowing you to direct your current followers onto your IGTV channel.

This is good news for anyone who’s already been using Instagram for a while and has already started growing their following.

Sharing Features

IGTV has some great sharing features within the Instagram app.

You can now link your IGTV videos with your Instagram stories. Adding a “click for more” button to your stories that link to your IGTV video(s) is a great way for you to get more eyes onto your IGTV channel.

This is one of the best ways for you to reach the followers you already have, especially those who never knew that you were posting on IGTV in the first place.

When posting onto your story, keep in mind you have a limitation of 15 seconds, so make it count. Try put together a nice preview/trailer of the IGTV video that you are trying to share that catches your followers’ attention.

2. More to Work With

Musicians around the world are already posting videos on Instagram, whether it be a normal post with a limit of 60 seconds or on Instagram Stories, limiting at 15 seconds.

IGTV currently has an upload limit of 10 minutes for most users, but they are already planning on expanding that time limit to over an hour for everyone.

Being able to upload videos onto IGTV with a limit of at least 10 minutes means that we can share more of our talents and art online.

You can upload your original music, song covers, music videos, and much more onto IGTV. This is a new opportunity that musicians need to take advantage of.

Upload Your Music Recordings

You don’t even have to worry about uploading fully edited videos. If you don’t have the time or resources to put together a video, you can focus on uploading your own music recordings.

Something you can do is create some kind of music artwork for your song recording and put it together in a video edited along with your music. In a sense, it becomes a place for you to stream your music online.

Music Videos Designed for IGTV (Vertical)

Since IGTV is focusing on vertical videos, it’d be a good idea to create music videos fitting this verticle style. It’s definitely a different approach when it comes to making a music video, but it is possible.

It’s a new artistic style that anyone can adapt. Keep in mind that you’ll have to start thinking more creatively when it comes to the concepts and ideas for your videos.

I’m sure that it’s possible for musicians to build an audience on IGTV. There are more opportunities for you to stand out as it is still in its early stages. Those who can come up with something amazing with this new verticle style of video will have the upper hand.

3. IGTV is Still in its Early Stages

IGTV is still in its early stages, however, it seems like Instagram already knows where they want to take it.

They know which type of audience they are targeting and they know how to integrate IGTV with their already successful app, Instagram.

The best part about this all is that there’s still so much room for IGTV to grow.

Singers, instrumentalists, artist, and overall content creators of IGTV will be able to grow as the app/platform grows. You also have the chance to grow the audience you already have on Instagram, which is a huge advantage.

No one really expected YouTube to be such a big influence on how we consume media, but in this day and age, for IGTV, it’s all about time.

4. Upload From Your Computer

The screen for uploading to IGTV from you computer

This feature was such a big change in how we upload content for our Instagram audience.

If you were uploading videos that you edited on your computer to Instagram, you already know about how inconvenient it was. The process of having to get the video onto your phone just so you can upload it to your Instagram account was a hassle.

IGTV changed that.

Now you can upload videos that you edit straight from your computer onto your IGTV profile. It’s as simple as logging into your Instagram account on your web browser, accessing the upload to IGTV feature, then uploading your video just like other video sharing websites.

We are not as limited on Instagram anymore because of this one feature, allowing us to create higher quality videos with imported videos from our cameras and our video editing programs.

5. Videos Can Be Easy To Make

Even though it would be great if you could put together a high-quality music video, shot specifically for IGTV, it’s not necessary.

You don’t need to have an expensive set-up, or even aim to put out professional looking videos onto IGTV. You most likely already have everything you need to get started on this platform.

Your smartphone.

I’ve seen many people already using IGTV, making easy-to-make videos on their smartphones. Musicians can do this too.

Just get started making videos on your smartphone whether it be song covers, originals, or vlog-like videos that help your followers learn more about yourself.

The more videos you make, the more comfortable you get with the process. Work progressively towards improving the quality of your videos and music, and you’ll most likely see improvement in your content.

Become an Early Adopter of IGTV

Now like I mentioned earlier before, IGTV is still in its early stages. There are already many users using the IGTV app as a place to put out their content.

If you start experimenting with the app/platform now, becoming an early adopter of IGTV, you may have a better chance of establishing yourself.

I’ve already seen many singers, musicians, and artists take advantage of the new platform, uploading their work. There have been some really cool videos that have surfaced onto IGTV already.

Artist like Rudy Mancuso, show us that it is possible to put out a full music video onto IGTV that works in a vertical view. This is Rudy Mancuso and Maia Mitchell’s Official Vertical Music Video for their song, “Magic” on IGTV.


The song is beautiful and the video was executed well in a vertical format, showing all of us that it is possible to make an all vertical professional music video.

Monetization in the Future

Instagram has already announced that they are going to be adding monetization features onto IGTV, allowing for their content creators to make money with their videos.

They’re planning to release monetization features for IGTV as early as January 2019.

This can be an amazing opportunity for musicians that post their content onto IGTV to make money while building their audience.

We don’t have much information on how Instagram plans to integrate monetization features onto their app at this moment, but we know it is possible. Due to the success of YouTube partnership programs, we can see that online content creators have been able to earn money online with their videos. For some, even a living out of it.


YouTube has already shown us time and time again that online videos are here to stay.

There already has been recent talk, regarding YouTube vs IGTV in the online video space.

We’ve seen many successful musicians use YouTube as a vehicle to drive their music careers to a higher level.

Famous pop stars such as Justin Beiber, Charlie Puth, and Tori Kelly have successful music careers that all started on YouTube.

IGTV could be the next big thing in the future of this digital age that we are in.

As of right now, I don’t think there’s any video sharing platform that can beat YouTube’s success in this market, but that doesn’t mean IGTV will be a failure.

Instagram is Already Well Established

Unlike other video sharing platforms that have failed to be competitive with YouTube in the online video sharing space, Instagram is already well established.

Instagram has already established itself as one of the forefronts of social media platforms in this day and age, with over 1 billion monthly users. They have also shown us that they know how to adapt to the latest trends.

For example, Snapchat was the first app to release a Story sharing feature that became very successful. However, Instagram implemented their own Story feature that became widely successful and in a short period of time, even taking content creators away from Snapchat.

This is the same for Vine. Vine showed the world that you can upload nice short videos online that can entertain millions around the world. Instagram caught onto this trend and implemented their own video sharing features to compete against Vine.

Now which app is still alive today?


Competition is Good

Now the question is, will IGTV take over the video sharing space, and take YouTube’s spot as the #1 video sharing platform?

Probably not, at least for right now, but the competition is definitely a good thing for any content creator, musicians included.

The more competition we have, the more companies like YouTube and Instagram have to be innovative and improve to keep a leg up in this competitive space.

This means more improvements, features, and opportunities for content creators that post their videos online.

What Musicians Should Do Now

If you’re a musician, use this as an opportunity for you to grow your social presence online. If you want to reach any type of success with your music career in this day and age, you need to start adapting to what the internet has provided for us.

There are so many more opportunities and possibilities for musicians to succeed because of the internet.

IGTV is just one of the new opportunities that have been bestowed upon us.

If you do decide to utilize IGTV to grow your music career, the best time is to start now!

The creative space is getting more interesting.

Final Thoughts

Well there you have it, Instagram’s newest app, IGTV is here and I believe that it will be here to stay.

As Musicians who are living in the digital age that we have today, we need to start taking advantage of what we already have.

It’s incredible that all of these platforms are here and there’s already proof that people can reach success. The best thing is, that they are all free to sign up on.

If you’re not trying to build a music career online, at least you have a place for you to put out your art. Even though it’s not your goal to become the next up and coming star on the internet, it’s always nice to have your work seen by people.

Whether you plan to use IGTV as a vehicle to drive your music career higher, or just as a platform to share your work online, remember to have fun with it and always do it passionately.

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