China's TikTok signs global licensing deal with Merlin

By Emmanuel Legrand

Independent labels agency Merlin has inked a multi-territory licensing deal with TikTok, signaling that the Chinese-owned short-video platform is opening a new chapter in its history by seeking licensing deals with rights owners.

  The deal, effective immediately, will allow TikTok to use the repertoire of Merlin's members, representing about 15% of the global music market, sourced from tens of thousands of independent record labels, distributors and artist management companies. Merlin described the deal as "a significant music partnership."

  The partnership is the first one under the leadership of Jeremy Sirota, the new CEO of Merlin. Sirota 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.”

A larger canvas from which to create

  TikTok's Global Head of Music Ole Obermann, 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."

   Sirota was appointed early January to replace Charles Caldas, who served as Merlin’s CEO since the agency’s founding in 2007 and left at the end of 2019. Sirota joined from Facebook where he was part of the music team. Previously he held various positions at Warner Music Group, including at Alternative Distribution Alliance (ADA), Warner’s distribution arm for independent labels. 

  Sirota will lead a management team at Merlin with Charlie Lexton (CCO) and Helen Alexander (CFO) based in the UK and Jim Mahoney (VP Global Operations) in the US.



>  DaveHansen, the former GM of Epitaph Records, is taking on the new role of Executive Chairperson of Merlin. Following Merlin's biennial board elections, eight new executives joining the organisation’s 15-member board. The new incoming board members are: Alexandria Hock (Better Noise Music),Carlos Mills (Mills Records), Chan Kim (FLUXUS), Katie Alberts (Reach Records), Marie Clausen (NinjaTune), MeridaSussex (Stolen Recordings), Michael Ugwu (Freeme Digital) and Pieter van Rijn (FUGA). In order to fully reflect the organisation’s global outlook, Merlin’s board is divided into three territorial blocs with equal representation given to North America, Europe and ROW.