Merlin renews licensing partnership with Meta

The new arrangement will see Meta introduce new tools to enhance artist discovery and boost the visibility of new releases on Instagram and Facebook Reels.

For Merlin, the latest announcement builds on recent key partnerships, including a deal with streaming platform Audiomack in April, a renewed collaboration with Deezer for indie music growth, and the launching of the second cohort of its Merlin Engage mentorship programme in March.

On their part, Meta boasts agreements with Warner Music Group and Universal Music Group to support artists earning from licensed music on Facebook creators’ posts, with an additional initiative to share ad revenue for qualifying user-generated videos on Facebook.

Merlin says the renewed partnership aligns with its mission to “champion its members and provide them with valuable new opportunities while ensuring its members (and their artists) are fairly compensated.”

“The move further enhances an exceptionally strong collaboration that continues to flourish, highlighting the ongoing success and impact of independent music across Meta’s platforms,” a statement added.

Both companies say they look forward to enhancing independent music’s value on Meta’s platforms, engaging Merlin’s members, and innovating fandom and discovery.

“We are incredibly proud of the hard work the Merlin team and our members have put into being a key partner to Meta,” Merlin CEO Jeremy Sirota said. “I’m particularly grateful to our deal team led by our COO Charlie Lexton, and senior director, business and legal affairs, Shrina Patel for their work on this partnership. This renewal is about more than simply licensing music  –  it’s about the strength of building long-term relationships, seeking innovative ways to deliver music to fans and those discovering our artists for the first time, and the value of the dynamic nature of independent music. Merlin, on behalf of its members and their artists, is leading the way to build an ethical, sustainable and indie-centric world.”

Meta vice president for music and content business development Tamara Hrivnak added: “Meta is thrilled to renew our partnership with Merlin, one of the leading champions of independent music. I’m extremely grateful to both the Merlin deal team and to Meta’s BD and legal leads Summer Kim, Alex Bae, Tali Fireaizen and Didac Renau-Faura for their commitment to and support of the independent music community. Our continued collaboration will foster further innovation in music discovery and creative expression. We’re excited for what the future holds.”