Merlin, the digital licensing hub for the world’s independent music sector, has entered into a multi-territory partnership with TikTok, the world’s leading destination for short-form mobile video with a mission to inspire creativity and bring joy.
The deal is effective immediately and represents a significant music partnership. It means the world’s leading independent music repertoire will be licensed for use on TikTok, wherever the platform is available around the world.
Merlin represents hundreds of members from more than 60 countries, that includes tens of thousands of independent record labels, distributors and artist management companies from virtually every country around the world. Merlin’s membership commands over 15% of the global recorded music market and includes repertoire from the world’s most important and successful artists.
TikTok, one of the world’s most downloaded apps in 2019, encourages creative expression through short-form video and has been used extensively by Merlin members. These include Cosmo Sheldrake (AWAL), Dirty Heads (Better Noise), Falco Punch & Scooter (Kontor New Media), Los Palmeras (Leader Entertainment), Major Lazer (mtheory), Official HIGE DANdism (Pony Canyon), Reik & Haze (Cinq Recordings), Sampa The Great (Ninja Tune), Tokyo’s Revenge (Foundation Media) and Valentino Khan (Mad Decent).
Jeremy Sirota, CEO, Merlin, said: “This partnership with TikTok is very significant for us. We are seeing a new generation of music services and a new era of music-related consumption, much of it driven by the global demand for independent music. Merlin members are increasingly using TikTok for their marketing campaigns, and today’s partnership ensures that they and their artists can also build new and incremental revenue streams.”
Ole Obermann, Global Head of Music, said: “Independent artists and labels are such a crucial part of music creation and consumption on TikTok. We’re excited to partner with Merlin to bring their family of labels to the TikTok community. The breadth and diversity of the catalogue presents our users with an even larger canvas from which to create, while giving independent artists the opportunity to connect with TikTok’s diverse community.”