Independent music just scored another major win. On September 30, Spotify and Merlin announced the renewal of their global, multi-year licensing partnership. The deal highlights the vital role independent music plays in shaping culture and discovery on streaming platforms. It also underscores the growing influence of independent creators worldwide.
A 17-Year Partnership That Powers Independent Music
For more than 17 years, Spotify and Merlin have worked side by side. Together, they have helped independent artists and labels thrive in both emerging and established markets. Merlin’s membership spans over 70 countries and represents about 15% of the global recorded music market. Its roster includes influential labels such as Sub Pop, Armada Music Group, UnitedMasters, and Epitaph Records. As a result, this renewed agreement guarantees that members continue to benefit from Spotify’s massive global audience. It also reinforces their ability to grow and innovate.
In addition, both companies emphasized their shared vision for the future. Merlin CEO Jeremy Sirota explained, “Merlin’s mission is to empower our members to own their future. Spotify remains a key and forward-looking partner in advancing that mission.” He stressed that the deal is not only about fair terms. It is also about building frameworks that unleash creativity and allow independent artists to thrive in a rapidly changing industry. Similarly, Spotify’s Co-President and Chief Business Officer, Alex Norström, reinforced this perspective. He noted that independent music has always been “at the heart of discovery” on the platform.
Why the Timing Matters
The timing of this renewal is also noteworthy. Earlier this year, Spotify secured new licensing agreements with all three major labels—Universal, Warner, and Sony—as well as independent publisher Kobalt. Consequently, Spotify is positioning itself as a platform that values diversity in music. Both major and independent creators can benefit from streaming’s growth. Furthermore, independent artists have fueled the rise of genres like Afrobeats and Amapiano. They have also sustained interest in rock, electronic, and alternative music.
Ultimately, this renewed partnership between Spotify and Merlin is more than a business deal. It is a statement about the future of music. By reaffirming their commitment to a sustainable, artist-centered ecosystem, both companies are ensuring that creativity, discovery, and cultural impact remain at the forefront of the streaming era.
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