Merlin partners with music integration platform Adaptr

The plug-and-play licensing service was launched in January by US technology company Feed Media Group (FMG). It works with small-to-medium-sized startups that have raised no more than $7.5m and earned less than $4.5m in revenue.

Merlin’s network boasts more than 20 000 record labels and distributors in over 60 countries including Chinese-owned music streaming services JOOX and Boomplay, which is the leading music streaming platform in Africa.

The new partnership will allow record labels, distributors and other rights holders within Merlin’s network to make their music available via Adaptr.

The platform charges smaller app developers $99 a month for 1 000 streams, while bigger coding teams will be set back $999 for 10 000 streams every 30 days.

“Adatpr solves a key problem our industry faces – ensuring that innovators have easy access to properly licensed music for their startups,” Merlin chief operating officer Charlie Lexton said. “As a tech-oriented organisation, Merlin sees the value in enabling our members and their artists to participate in exciting startups at the earliest stages of their development, and to receive proper licensing fees in return.”

Merlin CEO Jeremy Sirota said: “The deal with Adaptr is an innovative opportunity for Merlin to expand our member’s reach across sectors and services while giving early-stage startups access to diverse music from around the world.

FMG vice-president of music Bryn Boughton said: “We are thrilled that Adaptr clients will now have access to some of the best independent music in the world via our new deal with Merlin. In so many cases independent music is perfectly suited for our clients, who are on the cutting edge of technology.”

The move marks FMG’s second partnership with a major music rights holder this year. In January, the company signed a similar deal with Warner Music Group. FMG’s other partners include eOne, Kobalt and BMG, among others.