Billboard Music Awards Pacts With Nascent Stories-Editing App ‘Unfold’

The Billboard Music Awards (BBMAs) have launched a partnership with Unfold — an app that provides photo and video templates to help users create sleek, cohesive Stories for Instagram and other platforms.

The annual music awards show, produced by Dick Clark Productions (which also produces the Streamy Awards with Tubefilter), is offering a set of 14 free Stories templates within the app inspired by several performers this year, including Mariah Carey, The Jonas Brothers, Panic! At The Disco, and host Kelly Clarkson. Other templates will be inspired by the BBMAs’ style and aesthetic, though the set will only be available within the in-app Unfold Store for a limited time.

Sixteen-month-old Unfold counts 18 million users who have created roughly 200 million Stories to date using its design tech. After users upload photos or videos, they can add text with 10 different fonts, colored backgrounds and frames, and even save and export stories in high resolution to multiple platforms. To date, the company has partnered Tommy Hilfiger

, Equinox, and HIV prevention organization RED. Selena Gomez, Camila Cabello, Katy Perry, Miley Cyrus, and Hailey Baldwin have also used the tool on their highly-followed channels.

“As we continue to invest resources in production of social media content around Dick Clark Productions events, Stories have become a primary focus,” Jeremy Lowe, the company’s senior manager of brand, marketing, and digital strategy, said in a statement. “With Unfold, we’re not just enhancing our Stories. We’re enabling our show talent, partners and fans the opportunity to add a piece of the Billboard Music Awards to their stories.”

The 2019 Billboard Music Awards will kick off next Wednesday at 8 pm ET on NBC.