Instagram says @music is just the start for music on the app
The boss of Instagram has said "it's just a matter of time before music becomes even more dominant" on the app.
Kevin Systrom's social media site has just turned five.
But he told Newsbeat: "We never knew music would take off in the way it did but now 25% of our top [most followed] accounts are music related".
In April, Instagram launched @music, which Kevin explained set out to "feature off-the-beaten path, hard-to-find accounts."
Kevin added: "We realised there's this whole community of interesting bands and musicians on Instagram so that's what the account is all about."
With 491,000 followers, @music hasn't quite met the dizzy heights of most-followed-person-on-Instagram Taylor Swift's 49.6 million, but Kevin said that wasn't the plan.
"Instagram's all about finding the unknown photographer or that little gem and we started doing that with music... I think it's been very successful so far."
But, with external apps like Cymbal being labelled by some as "Instagram for music" and Twitter's music discovery app, #music, not going to plan, is Kevin concerned about combining music and social media going forward?
"I think music is obviously one of the most inspiring mediums for creativity and pairing that with Instagram and I think it's just a matter of time before music becomes even more dominant on Instagram."
Kevin Systrom is a big part of the reason behind the phrase "hashtag nofilter" and why a sea of phones light up every concert you've been to since 2010.
We spoke to him at Florence + The Machine's Live Lounge performance at Maida Vale where, even though there was a small crowd, the whole audience took pictures or filmed her during the first song.
When we asked him how he feels about being responsible for people reaching for their phones at the start of gigs he laughed: "That's me too."
He added: "When I travel the world, getting off the plane and walking through the airport - the first thing they do is open up Instagram.
"Then we get to the hotel and I see people checking it, I get to a gig... people are checking. It's like a testament to the community... it's just awesome to see."
It's not just fans using the app though.
Kevin Systrom said musicians sharing photos on Instagram means celebrity culture is becoming "bidirectional".
"You get this really authentic look into celebrity lives... they're able to share and it goes from celebrities being unidirectional communication channel, where you just see photos of them in the press, to being bidirectional.
"That's the kind of two-way conversation that happens between our users."