Merlin and Spotify Extend Global Licensing Partnership to Enhance Music Access Worldwide

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September 30, 2025

Spotify Extends Key Licensing Agreement With Independent Music Advocate Merlin

Spotify and Merlin, the organization representing the interests of the independent music sector, have announced the renewal of their long-standing licensing agreement. This collaboration guarantees that music from a diverse array of independent labels-including prominent names like Domino, Ninja Tune, and Warp-will remain accessible to Spotify’s nearly 700 million global listeners.

A 17-Year Partnership Forged in Streaming’s Rise

The partnership between Spotify and Merlin dates back to the streaming platform’s inception in 2008. Merlin has consistently provided Spotify with a unified global license, unlocking access to a substantial catalog of music from independent sources. This renewed agreement builds upon a prior multi-year deal finalized in 2017, underscoring the strength and longevity of their relationship.

The agreement represents a significant commitment to supporting independent artists and labels, fostering a thriving ecosystem where diverse musical voices can reach a global audience. It also highlights the growing importance of independent music within the broader streaming landscape.

Independent music’s Growing Influence

Merlin and Spotify have worked collaboratively to champion independent artists and labels across a multitude of markets. this renewed deal will further the rise of musical genres like Afrobeats and Amapiano, as well as the revival of rock and the continued expansion of alternative, electronic, Latin, and rap music, all heavily nurtured by independent record labels.

Did You Know? According to recent data from the Recording Industry Association of America (RIAA), streaming accounted for 84% of total U.S. recorded music revenue in 2024, a substantial increase from 51% in 2017. This demonstrates the dominant role streaming now plays in the music industry.

Leadership Transition at Merlin

The announcement of the licensing renewal coincides with a leadership change at Merlin.Chief Executive Officer Jeremy Sirota will be stepping down at the end of the year,marking the end of a tenure characterized by significant growth and expansion for the organization. During his leadership, Merlin secured partnerships with numerous platforms, including Apple, Audiomack, Meta, SoundCloud, and Twitch, and welcomed over 100 new member labels.

Sirota emphasized Merlin’s commitment to empowering independent labels and artists, stating that Spotify is “a key and forward-looking partner in advancing that mission.” Spotify Co-President and Chief Business Officer Alex Norström echoed these sentiments, reaffirming the platform’s dedication to supporting independent music and creators.

Metric	2017	2024
Streaming’s Share of U.S. Revenue	51%	84%
Spotify Global Users	N/A	~700 Million
Merlin Member Labels Added	N/A	100+

Pro tip: Independent artists and labels should explore opportunities to partner with organizations like Merlin to navigate the complex world of digital music licensing and maximize their reach.

The Future of Independent Music in the Streaming Era

The continued success of independent music relies on fair licensing agreements and robust support from streaming platforms. As the music industry evolves, collaborations like the one between Spotify and Merlin will be crucial in ensuring that independent artists and labels can thrive. The emphasis on data analytics, as exemplified by Merlin Insights, is also becoming increasingly significant for independent labels to compete effectively.

What role do you think independent labels will play in shaping the future of music discovery? How can streaming services further support emerging artists and genres?

Frequently Asked Questions About Spotify and merlin

What is Merlin?

Merlin is a digital licensing partner representing independent music labels, providing them with a collective voice and negotiating power with streaming services.

Why is this licensing agreement importent?

This agreement ensures that Spotify users continue to have access to a vast catalog of music from independent artists and labels.

How does this benefit independent artists?

The agreement provides independent artists with broader reach and revenue opportunities through Spotify’s platform.

What is the role of streaming in the music industry today?

Streaming now dominates the music industry, accounting for the vast majority of revenue and consumption.

Who is Jeremy Sirota?

Jeremy Sirota is the outgoing CEO of Merlin, having led the organization through a period of significant growth and expansion.

Share this article and let us know your thoughts on the state of independent music!

what are the key benefits of enhanced data transparency for independent labels and artists within the spotify-Merlin partnership?

Expanding Digital Music distribution: A Deeper Dive

Spotify and Merlin, the independent label’s global rights agency, have announced an extension to their long-standing licensing partnership. This renewed agreement signifies a continued commitment to bolstering access to independent music for Spotify’s hundreds of millions of users globally. The partnership is crucial for independent music distribution, ensuring a wider reach for artists not signed to major labels. This impacts both music streaming revenue and artist revelation.

key Terms of the Extended Agreement

While specific financial details remain confidential, the extended partnership focuses on several key areas:

* Enhanced Data Transparency: Merlin will receive more granular data from Spotify regarding listener engagement, allowing for more informed decision-making for its member labels and artists. This data includes streaming statistics, playlist placements, and listener demographics.

* Faster Payments: Streamlined payment processes are a core component of the deal, ensuring quicker revenue distribution to independent labels. This is especially vital for smaller labels operating on tighter margins.

* Joint Innovation: Spotify and Merlin will collaborate on new initiatives to combat copyright infringement and improve the overall music ecosystem. This includes exploring new technologies for rights management and royalty tracking.

* Global Reach: The agreement covers all of Spotify’s operating territories, maximizing the potential reach for independent artists worldwide. This is a important advantage for labels looking to expand their international presence.

Benefits for Independent Labels and Artists

The extended partnership offers considerable benefits to the independent music community:

* Increased revenue Streams: Greater access to Spotify’s user base translates directly into increased streaming revenue for independent labels and artists.

* Wider Audience Reach: Spotify’s global platform provides independent artists with the possibility to reach millions of potential fans they might not or else access.

* Improved Data Insights: Access to detailed data analytics empowers labels to better understand their audience and tailor their marketing strategies accordingly.

* Level playing Field: The partnership helps to level the playing field between independent and major labels, providing independent artists with greater visibility and opportunities.

* Faster royalty Collection: Quicker payment cycles improve cash flow for independent labels, enabling them to reinvest in their artists and operations.

The Role of Merlin in the Independent Music Sector

merlin represents a significant portion of the world’s independent music market. It acts as a central licensing hub, negotiating deals with digital music services on behalf of its member labels. This collective bargaining power is crucial for securing fair terms and ensuring that independent music is properly valued.

Merlin’s membership includes thousands of labels from around the globe, representing a diverse range of genres and artists. They handle digital rights management,royalty accounting,and reporting for these labels,simplifying the process of distributing music to platforms like Spotify,Apple Music,and Amazon Music.

Spotify’s Commitment to Independent Music

Spotify has consistently emphasized its commitment to supporting the independent music sector. This partnership extension with Merlin is a tangible presentation of that commitment. Spotify recognizes the vital role that independent labels play in fostering creativity and innovation within the music industry.

Spotify’s independent artist programs, editorial playlists featuring independent music, and data-driven insights for labels all contribute to a thriving independent music ecosystem. The platform also actively promotes independent artists through features like Spotify for Artists, which provides artists with tools to manage their profiles and track their performance.

Impact on Music Streaming and Discovery

This extended partnership will likely have a positive impact on music streaming and discovery. By ensuring that independent music is readily available on Spotify, the platform can offer its users a more diverse and comprehensive listening experience.

This, in turn, can lead to increased engagement and subscriber growth for Spotify. Furthermore, the enhanced data transparency provided by Merlin will enable Spotify to better curate playlists and recommend independent music to listeners who are likely to enjoy it. This benefits both the platform and the artists.

Looking Ahead: Future Collaboration

The collaboration between Spotify and Merlin is expected to evolve over time.Both companies have expressed a desire to explore new opportunities for innovation and collaboration. potential areas of focus include:

* AI-Powered Music Discovery: Leveraging artificial intelligence to identify and promote emerging independent artists.

* Enhanced Royalty Models: Exploring alternative royalty models that better reflect the value of music.

* Direct-to-Fan Engagement: Facilitating direct connections between artists and their fans on the Spotify platform.

* Blockchain Technology: Investigating the use of blockchain technology to improve transparency and efficiency in royalty payments.