Merlin Appoints New CEO After a Year of New Partnerships, Tools, and Opportunities for Independents

Merlin, the global digital music licensing partner for the world’s leading independent music companies, has appointed Charlie Lexton as its new CEO, effective January 1, 2026. This marks a significant milestone in a year defined by new deals, tools, and opportunities for independent businesses. At a critical time for the music market, Merlin’s core mission remains unchanged: to ensure fair access and premium licensing terms for independents to thrive in the digital space.

Lexton succeeds Jeremy Sirota and currently serves as Merlin’s COO. Having worked for the organization since its inception, he has played a pivotal role in establishing Merlin as a global force in digital music licensing. He has been at the center of negotiating the organization’s deals with leading streaming and social platforms, the transfer of major parts of the Parlophone Label Group to the independent sector after Universal Music Group’s acquisition of EMI, and managing the sale of Merlin’s equity in Spotify, which delivered over $125 million to its members.

As I step into this role, I look forward to continuing Merlin’s close relationship with WIN. Their advocacy and global leadership are essential to ensuring independents have a bright future. I’m excited for what lies ahead: supporting our community, navigating new technologies responsibly, and ensuring our members thrive.
Charlie Lexton, Merlin’s newly appointed CEO

We congratulate Charlie Lexton on his appointment as CEO and thank Jeremy Sirota for his leadership and commitment over the past few years. Merlin’s forward-thinking approach, including its groundbreaking AI deal and streaming partnerships, is a clear example of how independents working together can thrive in today’s environment. WIN will continue to work closely with the new leadership to uphold the value and values of independents worldwide.
Noemí Planas, WIN CEO

A Landmark Year for Partnership and Innovation

This year, Merlin continued to drive innovation across the music industry. Merlin forged a first-of-a-kind generative AI partnership with ElevenLabs. This deal opens the door for Merlin’s members to explore AI licensing and highlights how music rightsholders can build forward-looking partnerships with AI companies committed to respecting creators.

Merlin was recognized by Fast Company on their list of Most Innovative Companies for 2025. The inclusion centered around the Merlin Connect initiative, which is designed to bring the transformative impact of independent music to startups and scaleups and break down longstanding barriers to innovation.  

Merlin also renewed its global, multi-year licensing partnership with Spotify – ensuring continued access for its members to the world’s leading streaming service.

In line with its commitment to being the leader in combating streaming fraud and illegitimate activity, Merlin appointed a Director, Content Integrity to deepen its efforts in this area.

Championing Independent Values and Associations

Merlin continues to champion core values for the global independent community through new initiatives. Together with IMPALA, it launched the Weidenmüller Sustainability Fund to accelerate the sector’s transition toward a more environmentally sustainable future.

Merlin’s flagship program, Merlin Engage, returned for a third year, building on its mission to cultivate the next generation of female leaders in independent music. The program included 15 mentor-mentee pairings from across the Merlin membership, who participated in one-on-one mentoring, peer connections, and leadership training workshops

With a shared commitment and mission to level the playing field for their members, Merlin and the global network of trade associations work toward shared objectives. Under a longstanding agreement, members of WIN trade associations benefit from a discounted admin fee of 1.5%, down from 3%.

The partnership extends to supporting trade associations’ projects and flagship events worldwide. This includes WIN’s annual conference, WINCON and new initiatives like BRIDGE, aimed at strengthening independents’ position in the digital ecosystem across markets.

Over the past six years, I’ve been proud to support and work with WIN as they champion the global independent community. Together, we’ve helped ensure our members are represented and protected in the digital space, strengthened the position of independents across emerging markets, and drove responsible innovation. I’m grateful for everything WIN does, and I’m proud of their mission to empower independents everywhere.
Jeremy Sirota, Merlin CEO

About Merlin
Merlin is the independent’s digital music licensing partner. We’ve negotiated premium deals with Apple, Canva, Meta, Spotify, TikTok, YouTube, and 40 other innovative platforms around the world. Our global membership is from 70+ countries around the world, representing 15% of the recorded music market. We are independent record labels, distributors, label services companies, and other rightsholders. Merlin operates for the benefit of its members, without investors looking for an exit, and is funded entirely by our low 1.5% admin fee. Merlin helps the world’s leading independents to own their digital business through world-class deals and white-glove support.