ByteDance-owned video sharing app TikTok has inked a multi-territory licensing deal with Merlin, the global digital rights agency for the world’s independent label sector.
Merlin’s membership includes over 15% of the global recorded music market.
Today’s news comes as TikTok is also understood to be in the middle of licensing negotiations with the majors.
The deal is effective immediately and follows the appointment of former Facebook exec Jeremy Sirota as Merlin’s new CEO.
The deal also follows TikTok parent ByteDance’s appointment of Tracy Gardner as Head of Label Licensing last month.
TikTok, which has surpassed 1.5 billion downloads worldwide on the App Store and Google Play, was the world’s second-most downloaded app in 2019, and now generates $40m per month according to intelligence firm Sensor Tower.
“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.”
Jeremy Sirota, Merlin
Jeremy Sirota, CEO, Merlin, said: “This partnership with TikTok is very significant for us.
“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.”
“The breadth and diversity of the catalogue presents our users with an even larger canvas from which to create, while giving independent artists the opportunity to connect with TikTok’s diverse community.”
Ole Obermann, TikTok
Ole Obermann (pictured), TikTok’s Global Head of Music, added: “Independent artists and labels are such a crucial part of music creation and consumption on TikTok.
“We’re excited to partner with Merlin to bring their family of labels to the TikTok community.
“The breadth and diversity of the catalogue presents our users with an even larger canvas from which to create, while giving independent artists the opportunity to connect with TikTok’s diverse community.”
ByteDance was founded by software engineer Zhang Yiming in 2012 and is valued at around $75 billion.Music Business Worldwide
