Indie digital rights group Merlin is launching a new initiative today (June 5) called Merlin Connect, aimed at helping emerging social and tech platforms license independent music. The new program, which will operate on an application basis, aims to help promising start-ups use music, while also helping Merlin's labels and distributors, and thus indie artists, get paid for their use.
For years, new digital startups have often adopted an “asking for forgiveness, not permission” policy — dating back to Facebook's old “move fast and break things” motto — that often meant music and other media would be used without permission. . and reward while an app or platform has found its footing and users, due to the high cost of licensing media catalogs. This tended to lead to contentious licensing negotiations when such apps or platforms became too big to ignore—and, in some cases, lawsuits if such companies continued to use music and media without agreeing to deals with rights holders.
Merlin Connect strives to smooth this process for both new startups and its members by offering flexible terms and licenses that also pay rights holders as a startup grows.
“Our primary goal is to discover new opportunities to monetize music,” Merlin CEO Jeremy Sirota he said Advertising sign in an exclusive statement. “Many emerging tech platforms don't have access to, or don't even realize, how quality music can help them build and retain new audiences, resonate with cultural movements and drive their growth. Our members select a curated catalog of music that is perfect for the evolution of any platform… By bringing independent music to new spaces, we provide exclusive opportunities for our members, ensuring they are at the forefront of innovation.”
Merlin says the program will aim to create fair value for music, as well as marketing opportunities and developing relationships with the next generation of platforms early in their existence. On the other side of that equation, it will allow platforms to access a simplified process within which they can use fully licensed independent music and explore partnerships with Merlin members and find ways “to maximize the impact of music on their platform. “, according to a press release.
“The industry has needed an easier way for new platforms to access high-quality music and, in turn, encourage growth for quite some time,” CEO of Ninja Turn, North America. Marie Clausen he said in a statement. “I am excited to see the Merlin team taking such a visionary approach to exploring new business opportunities. It is a critical step in ensuring that new commercial opportunities have the best chance of success and diversification and securing new income streams for Merlin members. From an independent perspective, this initiative is great news — especially given the current market challenges.”
Emerging platforms will be able to apply, after which their application will be reviewed and Merlin will “selectively engage with the most promising platforms”, the agency said. Merlin will prioritize the potential of a platform for innovation and evolution. its leadership and the resilience of its team; aiming for a more sustainable and ethical industry.
“As one of the founders of Merlin, I've had the opportunity to support the incredible growth of our organization from inception to now,” !K7 founder Horst Weidenmüller he said in a statement. “Merlin has always been committed to empowering independence by ensuring its members receive the access and opportunities they deserve. With the launch of Merlin Connect, we are taking a significant step forward in this mission.”
Added Hopeless Records founder Louis Posen, “Hopeless is a passionate and long-standing supporter of Merlin and its mission to ensure the fair value of music for the independent music community. With Connect, Merlin can now extend the reach of members' music into new areas where music lovers interact with the music they love. We are excited to see Merlin Connect open new doors for our artists and bring their music to innovative platforms around the world.”
from our partners at https://www.billboard.com/pro/merlin-connect-initiative-help-tech-license-indie-music/