Meta and Merlin Renew Key Partnership, Highlighting the Importance of Independent Music Across Instagram, Facebook and Messenger - Merlin

Meta and Merlin Renew Key Partnership, Highlighting the Importance of Independent Music Across Instagram, Facebook and Messenger

Meta and Merlin, the independent’s digital music licensing partner, are excited to announce the renewal of their strategic partnership, underscoring Meta’s recognition of the value and importance of the world’s leading independent labels and distributors. This renewal reinforces the pivotal role Merlin serves for its members in the future of social and music.

This renewed partnership between Meta and Merlin further enhances an exceptionally strong collaboration that continues to flourish, highlighting the ongoing success and impact of independent music across Meta’s platforms. As a top partner to Meta, Merlin’s members and their artists have seen significant engagement with Meta’s Reels feature on Instagram and Facebook, a testament to the platform’s powerful reach and the compelling content provided by independent music. The renewal will make available a new suite of tools and features that enable fans to discover artists and boost the visibility of new releases. 

Tamara Hrivnak, Vice President, Music & Content Business Development at Meta, said: “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 & 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.”

The partnership aligns with Merlin’s mission to champion its members and provide them with valuable new opportunities while ensuring its members (and their artists) are fairly compensated. For Meta’s users, Merlin’s members deliver music in all genres and in languages from across the globe, ranging from hip hop artists to EDM powerhouses, indie rockers to country singers, Afrobeats to Christian music, funk MCs to singer-songwriters, Brazilian Funk to Indian Pop, Reggaeton to Regional Mexican, and everything in between. Meta and Merlin are excited to explore new opportunities to drive the value of independent music on Meta’s platforms, to open up new ways for Merlin’s members to engage, and to find innovative ways to drive fandom and discovery across the breadth of Meta’s unique global platforms.

Jeremy Sirota, CEO of Merlin, commented: “We are incredibly proud of the hard work the Merlin team and our members have put into being a key partner to Meta. 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.”

By announcing this enhanced partnership the same week that independents around the world gather for A2IM’s Indie Week, Meta and Merlin want to acknowledge the importance of independent music and the artists who create it. A2IM Indie Week is a marquee event that celebrates the outstanding contributions that independent artists make to the global music landscape. This alliance exemplifies the shared commitment of Meta and Merlin to support and broaden the reach of independent voices across the Meta platforms, a fitting highlight during Indie Week.

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.

About Merlin

Merlin is the independent’s digital music licensing partner. We’ve negotiated premium deals with Apple, Canva, Meta, Spotify, TikTok, YouTube, and 40 other innovative platforms around the world. Our global membership is from 70+ countries around the world, representing 15% of the recorded music market. We are independent record labels, distributors, label services companies, and other rightsholders. Merlin operates for the benefit of its members, without investors looking for an exit, and is funded entirely by our low 1.5% admin fee. Merlin helps the world’s leading independents to own their digital business through world-class deals and white-glove support.

Merlin’s membership includes independents such as !K7, Armada Music, AudioSalad, Because Music, Better Noise, CD Baby and Downtown Music (including FUGA), Cinq Music Group, Curb Records, Domino, Encore Recordings, Epitaph Records, Exceleration Music, Fluxus, Freeme Digital, IDOL, Kontor New Media, Mad Decent, MNRK Music Group, Mushroom Music, Ninja Tune, ONErpm, Pony Canyon, Redeye, Reservoir Media, Secret City, Secretly, Stones Throw, Symphonic Distribution, Sub Pop, TANGO Multimedia, Too Lost, Wagram Music, Warp Records, and hundreds more.

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