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Instagram may seem like a social network designed for photographers, but the data speaks for itself: Of the top 10 most-followed users on the platform, five are musicians. And Instagram’s 600 million users are 42% more likely to purchase music than the general population, according to Nielsen. In 2016, Instagram extended its video-sharing functionality to allow for 60-second clips and added its Snapchat-inspired Instagram Stories, giving artists even more ways to broadcast behind-the-scenes moments and share their music with fans. By the looks of it, Instagram’s music-focused efforts are only getting started: The company hired Beyoncé’s social media guru Lauren Wirtzer-Seawood in 2015.

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