Merlin

What Merlin does

Merlin is a London-headquartered, not-for-profit digital music licensing intermediary that negotiates premium commercial terms with over 40 digital platforms on behalf of independent record labels, distributors, and rightsholders. Founded in 2008 as a company limited by guarantee and governed by a member-elected Board, it represents 500+ member companies spanning 30,000+ labels across 70+ countries and approximately 15% of the global recorded music market.

Its core technology stack centers on three proprietary assets: the Wizard platform, a member-facing interface for deal management, digital rights control, royalty reporting, and role-based user access; Merlin Connect, an API-driven licensing product that gives emerging platforms streamlined access to the indie catalog; and Merlin Insights, an analytics product built on what Merlin describes as one of the largest recorded music datasets in the world, producing quarterly and territory-level benchmarking reports. Distribution is exclusively B2B; Merlin does not serve end consumers but acts as the single counterparty through which digital services license the consolidated independent catalog.

Merlin's revenue model is a 1.5% admin fee applied to revenues flowing through deals its members participate in, with any surplus returned to members; the structure is funded entirely by membership and carries no external investor return obligation. The organization has expanded into adjacent services, including a B2B advance funding partnership with Pipeline ($200M+ potential access for members), landmark AI audio licensing deals with ElevenLabs and Udio, and the announced acquisition of Curve Royalty Systems, extending Merlin's footprint into royalty processing infrastructure.

Name

Merlin

Legal name

Music and Entertainment Rights Licensing Independent Network Limited

Website

https://merlinnetwork.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Merlin is a not-for-profit digital music licensing intermediary that negotiates premium deals with 40+ platforms (Spotify, YouTube, Apple, Meta) on behalf of 500+ independent label and distributor members representing 15% of the global recorded music market.

Ownership category

akta.pro rank

Product category

Music Licensing Services

NAICS

Music Publishers (512230), Music Publishers (51223)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Micro-Licensing & Direct Licensing Platforms (UGC, SMB venues, online uses) (MPAIAKAJ)

akta.pro secondary industry

Creator Music/SFX Asset Libraries & Licensing Platforms (MPACABAM)

Keywords

• Digital music licensing
• Independent label representation
• Music rights management
• Collective music licensing
• Music royalty administration

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Membership Admin Fees: Merlin operates on a not-for-profit basis, charging a 1.5% admin fee from revenues generated in deals members participate in, returning any remainder to members. No other fees to participate. For Trade Association members, the admin fee is discounted from 3% to 1.5%.
2. Digital Licensing Deals: Merlin negotiates premium digital licensing agreements with over 40 digital platforms (Spotify, YouTube, Apple, Meta, etc.) on behalf of its membership. Revenue flows from streaming, licensing, and related digital music services to members minus the admin fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Merlin is a member-led digital music licensing organization that negotiates premium digital licensing deals on behalf of independent record labels and distributors with over 40 digital service providers including Spotify, YouTube, Apple, Meta, Snap, Twitch, SoundCloud, Deezer, and Pandora. The organization charges a 1.5% admin fee from revenues generated in member-participating deals, with any remainder returned to members. Supporting offerings include the Wizard platform for deal and rights management, Merlin Insights Reports for data analytics, and Merlin Connect API for emerging platform licensing.

Product overview

Merlin is a digital music licensing partner for the world's leading independent labels and distributors, offering a unified platform and services for digital rights management and licensing. The core offering centers on Merlin's licensing platform, which negotiates premium deals with over 40 digital services including Spotify, YouTube, Apple, Meta, and others. Merlin provides members with the Wizard platform for managing deals, royalty reporting, and digital rights control. Additional products include Insights Reports (quarterly analytics and benchmarking), Merlin Connect (API-driven licensing for emerging platforms), the Libera Awards (industry recognition), Pipeline Partnership (artist advances), and Merlin Engage (member community program).

Differentiator

Problem solved

Functional benefit

Brands

• Merlin Insights: Exclusive data and analytics reports provided to Merlin members based on collective deal data
• Merlin Connect
• Wizard

Products and services

• Merlin Digital Licensing Representation
• Wizard

Quantifiable outcome

• 15% of global recorded music market share represented
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Curve Royalty SystemscoreStrategic or Co-development Partner · 8 June 2026Co-acquisition with Jamen Capital to preserve Curve's independence as royalty processing platform. Deal designed to ensure Curve remains embedded in the independent music community it serves.
• SingaminorStrategic or Co-development Partner · 29 April 2026Karaoke licensing partnership with Warner Music Group and Merlin.
• LiveOneminorStrategic or Co-development Partner · 9 March 2026Stock-for-royalty settlement extending licensing pact through November 30, 2026 (with option to extend to 2027) for LiveOne's Slacker music service.
• ElevenLabscoreStrategic or Co-development Partner · 21 January 2026Landmark AI audio partnership enabling Merlin members to participate in ElevenLabs' Eleven Music platform with proper licensing and rights protection. First major AI audio licensing deal for independent sector.
• UdiocoreStrategic or Co-development Partner · 20 January 2026AI music licensing partnership allowing Udio to license music from Merlin members for use within its generative AI system. Deal includes protections for artists' rights, consent requirements, and fair remuneration frameworks.
• SpotifycoreStrategic or Co-development Partner · 16 October 2025Multi-year global licensing agreement extending partnership for continued music licensing through Spotify's platform. Merlin and Spotify extended their multi-year global licensing partnership, securing continued access to Merlin's music repertoire for Spotify's streaming service.
• Coda MusicminorStrategic or Co-development Partner · 3 April 2025Partnership enabling Merlin members to access Coda Music's interactive platform for social and discovery-driven music streaming with deeper artist-fan engagement.
• YouTubecoreStrategic or Co-development Partner · 1 January 2024Multi-territory licensing deal providing Merlin members access to YouTube's music and video streaming platform.
• ApplecoreStrategic or Co-development Partner · 1 January 2024Premium licensing partnership with Apple for Merlin member music catalog access across Apple Music and related services.
• MetacoreStrategic or Co-development Partner · 1 January 2024Licensing partnership with Meta providing Merlin member music access across Meta's social platforms including Facebook and Instagram.
• DeezercoreStrategic or Co-development Partner · 1 January 2024Partnership around new streaming model ensuring continuous growth for independent music on Deezer's platform.
• SoundCloudcoreStrategic or Co-development Partner · 1 January 2024Global licensing deal bringing Fan-Powered Royalties (FPR) to Merlin members and their artists.
• Tencent Music EntertainmentcoreStrategic or Co-development Partner · 1 January 2024Multi-year licensing agreement renewal with China's leading music streaming service.
• BoomplaycoreStrategic or Co-development Partner · 1 January 2024Extended licensing agreement covering 47 countries across Africa.
• AudiomackminorStrategic or Co-development Partner · 1 January 2024Strategic partnership to amplify independent music on Audiomack's platform.
• CanvaminorStrategic or Co-development Partner · 1 January 2024Partnership bringing Merlin member music to Canva's visual communications and graphic design platform.
• PandoracoreStrategic or Co-development Partner · 1 January 2024Partnership helping independent labels and artists grow their businesses on Pandora's platform.
• NetEase Cloud MusiccoreStrategic or Co-development Partner · 1 January 2024Extended strategic partnership in China for Merlin member music catalog.
• TwitchcoreStrategic or Co-development Partner · 1 January 2024Strategic partnership empowering independents to better engage audiences on Twitch's livestreaming platform.
• JioSaavncoreStrategic or Co-development Partner · 1 January 2024Enhanced global music licensing partnership covering India and broader South Asian markets.
• KKBoxminorStrategic or Co-development Partner · 1 January 2024Multi-territory agreement with Asian music streaming service.
• FLOminorStrategic or Co-development Partner · 1 January 2024Partnership with South Korean streaming giant.
• KuaishouminorStrategic or Co-development Partner · 1 January 2024Multi-territory licensing deal with Chinese social platform.
• TrebelminorStrategic or Co-development Partner · 1 January 2024Strategic partnership with global streaming music app.
• MixcloudminorStrategic or Co-development Partner · 1 January 2024Direct licensing deal for independent music on Mixcloud's platform.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Sony Music Publishing: Largest music publisher globally and one of three majors. Broad incumbent with overlapping rights administration and licensing functions for catalogs, competing with Merlin's collective licensing model on the major-label side of the market.
• Warner Chappell Music: Major-label music publishing arm of Warner Music Group. Operates comparable rights administration, sync licensing, and royalty services at global scale; a broad incumbent counterpart to Merlin for songwriters and publishers.
• Downtown Music Holdings (Virgin Music Group): Owned by Universal Music Group, providing distribution, publishing administration, and rights services. Broad incumbent serving independent and major clients with comparable services to Merlin's licensing/royalty stack, including the Curve Royalty Systems business that Merlin co-acquired.

Direct peers

• IMPALA (Independent Music Companies Association): European trade association representing independent music companies. Direct peer to Merlin in mission (collective representation for independents), geographic focus (Europe), and advocacy role with policy makers and digital platforms.
• A2IM (American Association of Independent Music): U.S. trade body for independent music companies. Merlin's U.S. members interact directly with A2IM, and Merlin jointly presents the Libera Awards with A2IM — making them complementary but overlapping organizations serving the same member base.
• Believe: Paris-headquartered independent music distribution and services company. Directly comparable as a major player in the independent music value chain — included alongside Merlin in Spotify's October 2025 AI partnership — competing for the same indie label and distributor relationships.
• Worldwide Independent Network (WIN): Global umbrella organization for independent music trade associations across regions. Directly comparable to Merlin as a collective advocacy and trade body for the independent sector, complementing Merlin's licensing role with broader industry representation.

Others

• ASCAP: U.S. Performing Rights Organization (PRO). Adjacent rather than directly competing — ASCAP collects public performance royalties while Merlin negotiates direct platform licensing, but both serve rights-holders in monetizing musical compositions.
• BMI: U.S. Performing Rights Organization competing with ASCAP. Thematically related to Merlin as another rights-collecting intermediary, but operating on a different licensing layer (public performance vs. digital platform deals).

Emerging players

• Songtrust: Downtown Music-owned global music publishing administrator offering rights administration for independent songwriters and publishers. Comparable technology-and-services adjacency to Merlin's Wizard/Connect platforms, but focused on publishing rather than recorded-music licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubemerlinnetwork.org/youtube
• LinkedInlinkedin.com/company/merlinnetwork
• Xx.com/merlinnetwork
• Facebookfacebook.com/merlinnetwork

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Merlin