TikTok Inks Major Global Licensing Deal With Merlin

[UPDATED] Global indie licensing powerhouse Merlin has signed a global partnership with hugely popular short-form mobile video app TikTok.

Merlin, whose labels account for 15% of the global music market, is the first major music licensing body to announce a deal with TikTok. Merlin represents members from more than 60 countries including tens of thousands of independent record labels, distributors and artist management companies.

Starting today, music from Merlin will be licensed for use on TikTok, wherever the app is available globally.

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.”

Ole Obermann, TikTok Global Head of Music, said:

“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 catalog 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.”