The independent digital rights organization Merlin has officially announced its inaugural collaboration for Merlin Connect. This innovative initiative is aimed at empowering emerging social media and technology platforms to license music effectively while simultaneously enhancing payout structures for independent artists. This strategic move marks a significant step in supporting the indie music community and ensuring fair compensation for creators.
On May 8, Merlin disclosed its partnership with Nina Protocol, a groundbreaking music platform and direct-to-fan marketplace. This platform is designed to empower independent artists and labels through fair economic practices, direct payments, and essential tools for engaging with their communities. The collaboration aims to redefine how artists connect with their audience and monetize their work, emphasizing the importance of transparency and accessibility in the music industry.
Launched in June, the Merlin Connect initiative promises to equip selected platforms with comprehensive music licensing solutions, state-of-the-art API-backed operational infrastructure, and a wealth of support and mentorship. This includes privileged access to industry experts and collaborative opportunities with Merlin members, all aimed at accelerating the growth and success of these platforms. By fostering such partnerships, Merlin seeks to create a thriving ecosystem for independent music that prioritizes artist welfare.
“Through Merlin Connect, we’re investing in a future where quality independent music is foundational to digital innovation,” stated Jeremy Sirota, the CEO of Merlin. “This initiative focuses on identifying partners like Nina Protocol whose missions and values align with ours. We aim to provide them not only with licensing solutions but also with dedicated support to ensure their success. Nina’s commitment to artist empowerment, transparent monetization, and platform independence positions them as a vital ally for our members and a leading force among emerging platforms in the music industry.”
Established in 2021 by Mike Pollard, Eric Farber, and Jack Callahan, Nina Protocol enables artists and labels to maximize their earnings from music releases via direct-to-fan sales, ensuring they retain 100% of their digital sales revenue. The platform also provides fans with the opportunity to “unlock perks” when they support their favorite artists, allowing them to explore music through both passive listening and active “crate-digging.” The platform is recognized for its high-quality editorial content that spotlights artists, musical scenes, and new releases, enhancing the overall music discovery experience.
“We believe the future of music is independent,” emphasized John Pollard, COO of Nina Protocol. “In Merlin, we have discovered an ideal partner that has consistently demonstrated how independent music can unite to safeguard its own digital future. This partnership will connect Nina with Merlin’s vast and diverse global membership, granting us access to a rich catalog and invaluable insights. This collaboration will help us continue to innovate and develop technology that serves the independent music community while fortifying the independence of artists and labels on a worldwide scale.”
Before this partnership, Merlin members were already leveraging Nina Protocol to cultivate strong artist-to-fan communities. Notable examples include Mad Decent artist LUCY participating in an engaging Q&A session on the platform, artist Harto Falión being highlighted in a “Nina Interview Vid,” Warp Records’ OPN taking part in an insightful Nina interview, and artist Wu-Lu fostering fan interaction through a Q&A event. The partnership aims to expand this impact, bringing Nina’s influence to a wider audience within the Merlin membership.
Anticipation is building as Merlin Connect content is set to launch on Nina Protocol this summer, promising innovative new opportunities for independent artists and labels to thrive in the evolving digital landscape.
