Instagram X Columbia Records: Mark Ronson – Pieces of Us

Jane Kinnaird, Philippe Naughton

Social media platform Instagram, and music label Columbia Records, collaborated in the UK on the first truly native Instagram music video.

Campaign details

Brand: Instagram X Columbia RecordsBrand owner: Facebook/Sony Music EntertainmentLead agencies: 4th Floor Creative, Facebook Creative ShopContributing agency: MarriageMarket: Europe (general region)Industries: Websites, online services,appsMedia channels: Mobile & apps, Online video, Social mediaBudget: Confidential

Executive summary

Pieces of Us was the first truly native Instagram music video and its success caused quite a stir in music industry circles. Fast Company magazine declared that this "might just be the future of music videos".

When Facebook's Creative Shop decided it was time to shake up the...

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