Warner partners with music tech startup Songclip

Songclip has designed an application programming interface (API) that allows users to search for and share music clips across their social media feeds and online dating profiles, among other platforms, when it is integrated with other apps.

The deal will enable Songclip to use WMG’s catalogue on its API, which will allow social media users to add clips from the catalogue to their online photos and videos in dating, gaming and video apps. Songclip’s tool also provides data analytics on how consumers interact with music on social platforms, mobile apps and virtual marketplaces that use its service.

The integration of WMG’s catalogue into Songclip’s API is expected to boost the discovery, distribution and consumption of millions of individual tracks. WMG says the deal forms part of a strategy to expand its catalogue beyond traditional digital streaming platforms.

“We live in an age in which everyone is a creator and digital identity is fundamental,” WMG new business ventures senior vice-president Alex Kamins said. “Partnering with Songclip will allow WMG to dramatically expand its social licensing footprint, allowing users of new apps and platforms to express themselves more creatively and authentically through music. Artists and songwriters will benefit from additional income and new audience touchpoints as we continue to unlock the vast opportunity that is ‘music as a social feature’.”

Songclip co-founder and CEO Andy Blacker said: “Apps want to integrate and innovate with music because it drives average revenue per user, but there is no industry wide solution to make this easy and compliant.”

Songclip co-founder and chief operating officer John Van Suchtelen said. “As the world’s foremost searchable library of compliant five to 30 second meta-tagged music clips, our proprietary solution solves these complex problem sets and powers a new economy for the entire music industry. Our technology integrates, measures, monetises and handles all royalties on behalf of the labels and publishers, while powering a diverse music experience within any app, no matter what sector or use case.”

WMG struck a global deal with virtual entertainment company Wave in May. The deal will offer fans interactive features including live chats, virtual gifting and voting, as well as real-time audience appearances during artist performances.