Merlin, the digital licensing hub for the independent music sector, has entered into a multi-territory partnership with TikTok. The deal is effective immediately means the world’s leading independent music repertoire will be licensed for use on TikTok, wherever the platform is available around the world.

Merlin represents hundreds of members from more than 60 countries, including tens of thousands of independent record labels, distributors and artist management companies from virtually every country around the world. Merlins membership commands over 15 per cent of the global recorded music market and includes repertoire from the world’s most important and successful artists.

The company offers digital music services and emerging technology companies the means to efficiently license the world’s most important and commercially successful independent music. It has licensed over 25 key digital services, including Alibaba, Boomplay, Deezer, Facebook/Instagram, JioSaavn, NetEase, Pandora, SoundCloud, Spotify, Tencent, and YouTube Music.

TikTok, one of the world’s most downloaded apps in 2019, encourages creative expression through short-form video and has been used extensively by Merlin members. These include Cosmo Sheldrake (AWAL); Dirty Heads (Better Noise), Falco Punch & Scooter (Kontor New Media); Los Palmeras (Leader Entertainment); Major Lazer (mtheory); Official HIGE DANdism (Pony Canyon); Reik & Haze (Cinq Recordings); Sampa The Great (Ninja Tune); Tokyo’s Revenge (Foundation Media); and Valentino Khan (Mad Decent).

“This partnership with TikTok is very significant for us,” said Merlin CEO, Jeremy Sirota. “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.”