Merlin is a digital licensing platform in the world of independent music and it recently joined forces with TikTok to secure a partnership that works together on different territories. The collaborative deal will allow Merlin's repertoire to be licensed for TikTok usage as the app will move towards an angle that can explore music streams.
Jeremy Sirota, the CEO at Merlin speaks about the partnership -- “we are seeing a new generation of music services and a new era of music-related consumption, much of it driven by the global demand for independent music. Merlin members are increasingly using TikTok for their marketing campaigns, and today’s partnership ensures that they and their artists can also build new and incremental revenue streams.”
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