| From the Editor's Desk
The Instagram Reels Gold Rush When Christian Koch and Aren Andersen began making pop songs together, in early 2020, most everyone in Nashville gave them the same advice: coming up with quality songs was great, but if they wanted traction for their band, they needed to post on TikTok and Instagram. The content was less important than the frequency; the gold standard was four posts a day. Though the advice didn’t exactly testify to music’s transcendent power, it made some sense to Koch.
Koch, who is twenty-five, had been promoting his solo music on Instagram for years. By October of 2021, he had more than twenty thousand followers, an audience that was large enough for Instagram to select him for the Reels Play Bonus, a new program that paid creators for the views they got on short-form videos known as Reels. Koch ignored the offer at first, but changed his mind and looked at what others were posting on Reels. The answer, in large part, was face-filter videos. Countless clips of people gazing at the camera as a question floated above their heads: “What Disney princess are you?” “How many children will you have?” “What astrological sign is your true love?” A few seconds later, the filter reveals a randomly generated answer (“Snow White!” “Twelve!” “Sagittarius!”) and those in front of the camera react as if they had won the lottery or sprained an ankle.
Continued here
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