The independent label and distributor, which previously used Merlin for its TikTok license, has reached a deal with the short-form video app individually.
The platform's refusal to work with Merlin on licensing deals sets a "dangerous precedent" for independent artists and their labels, writes A2IM's Richard James Burgess.
IMPALA, AIM and A2IM are accusing the powerful platform of trying to divide the independent sector by boycotting licensing talks with the organization.
The collapse in negotiations between Merlin and TikTok raises questions around how big a role music plays in TikTok's business, and how much they want to pay for it.
TikTok says it wants to enter "direct deals with Merlin members." Merlin reads it as TikTok "fragmenting" their membership to try to "minimize" licensing payments for indie music.
Sirota, who has led Merlin since 2020, says he's always thinking of ways to drive more value to the nonprofit's independent partners.
Also this week: Country Music Hall of Fame and Museum elects Jody Williams as chair and OTM Music adds new heads of U.S. sync and A&R.
New deal shows “the value of the dynamic nature of independent music,” says Merlin CEO Jeremy Sirota
Merlin Connect will be available for up-and-coming startups on an application basis, with the goal of providing flexible, simplified terms that will also get rightsholders paid.
Merlin Engage pairs executive-level women at independent labels with early-career female mentees looking for guidance in a challenging business.
