artificial intelligence
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The directory business hasn’t changed much in the last 50 years, but a group of young entrepreneurs are looking to shake things up with the help of artificial intelligence.
Promoters and booking agents have long relied on printed and bound phone and email directories for connecting with the tens of thousands of venues that make up the global touring network. Booking a 25-date tour might require contacting more than 100 venues and clubs for calendar availability, creating reliable demand for companies like Pollstar, VenuesNow and groups like the International Association of Venue Managers to print and publish an updated version of their database each year.
Updating these directories can be a huge undertaking, requiring hundreds of phone calls, emails and queries by the publisher’s staff. Entrepreneur Benji Stein, founder of Booking-Agent.IO, believes there is a better way and his new plan could revolutionize the way valuable information, such as professional contact details, is compiled and monetized by publishers.
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Booking-Agent.IO’s data comes from regularly scraping the websites of major venues, and then analyzing and rating that data using AI tools. Contacts for each venue are cross-checked in real time against a number of databases including LinkedIn, Hunter.IO and Apollo, he said, and “searches specifically for the talent buyer of that venue, providing users with an email score” to rate the likely accuracy of the lead.
“We started building this tool a number of years ago, before the prevalence of ChatGPT,” Stein said, noting “it’s basically a search engine for talent buyers and for venues,” adding that “it allows you to see venues on a regional basis with information like capacity, upcoming events and social media links.”
Stein said he expects most current Booking-Agent.IO users to fit into the DIY category and are either self-represented or working with artists without a full-time agent. When available, BookingAgent.io also includes contact information for other positions like production manager and marketing director.
Pricing is $49.99 per month for the basic membership, which comes with unlimited searches and 100 contacts per month. Booking-Agent.IO also offers enterprise subscription plans and only charges users for contacts that are accurate.
“If you book a show with the tool, it essentially pays for itself,” he said.
Challenging Pollstar’s dominance and market share seems unlikely in the long-term, but Stein says when it comes to data accuracy, he believes Booking-Agent.IO has a long-term advantage, noting that print directories eventually become outdated and need to be replaced. As users look to purchase a more recent edition of their booking directory, Stein hopes buyers will increasingly seek out an alternative and find Booking-Agent.io.
“We’re very fresh. It’s a new tool,” Stein says. “Up until now, there’s been nothing like it and we’ve gotten really positive feedback from the kind of music industry people that we’ve onboarded.
In case you missed it: Suno has picked up another lawsuit against it.
Before you read any further, go to this link and listen to one or two of the songs to which GEMA licenses rights and compare them to the songs created by the generative music AI software Suno. (You may not know the songs, but you’ll get the idea either way.) They are among the works over which GEMA, the German PRO, is suing Suno. And while those examples are selected to make a point, based on significant testing of AI prompts, the similarities are remarkable.
Suno has never said whether it trained its AI software on copyrighted works, but the obvious similarities seem to suggest that it did. (Suno did not respond to a request for comment.) What are the odds that artificial intelligence would independently come up with “Mambo No. 5,” as opposed to No. 4 or No. 6, plus refer to little bits of “Monica in my life” and “Erica by my side?”
“We were surprised how obvious it was,” GEMA CEO Tobias Holzmüller tells Billboard, referring to the music Suno generated. “So we’re using the output as evidence that the original works were elements of the training data set.” That’s only part of the case: GEMA is also suing over the similarities between the AI-created songs and the originals. (While songs created entirely by AI cannot be copyrighted, they can infringe on existing works.) “If a person would claim to have written these [songs that Suno output], he would immediately be sued, and that’s what’s happening here.”
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Although the RIAA is also suing Suno, as well as Udio, this is the biggest case that involves compositions, as opposed to recordings — and it could set a precedent for the European Union. (U.S. PROs would not have the same standing to sue, since they hold different rights.) It will proceed differently from the RIAA case, which involves higher damages, and of course different laws, so Holzmüller explained the case to Billboard — as well as how it could unfold and what’s at stake. “We just want our members to be compensated,” Holzmüller says, “and we want to make sure that what comes out of the model is not blatantly plagiarizing works they have written.”
When did you start thinking about bringing a case like this?
We got the idea the moment that services like Suno and Udio hit the market and we saw how easy it was to generate music and how similar some of it sounds. Then it took us about six months to prepare the case and gather the evidence.
Your legal complaint is not yet public, so can you explain what you are suing over?
The case is based on two kinds of copyright infringement. Obviously, one is the training of the AI model on the material that our members write and the processing operations when generating output. There are a ton of legal questions about that, but I think we will be able to demonstrate without any reasonable doubt that if the output songs are so similar [to original songs] it’s unlikely that the model has not been trained on them. The other side is the output. Those songs are so close to preexisting songs, that it would constitute copyright infringement.
What’s the most important legal issue on the input side?
The text and data-mining exception in the Directive [on Copyright in the Digital Single Market, from 2019]. There is some controversy over whether this exception was intended to allow the training of AI models. Assuming that it was, it allows rights holders to opt out, and we opted out our entire membership. There could also be time and territoriality issues [in terms of where and when the original works were copied].
How does this work in terms of rights and jurisdiction?
On the basis of our membership agreement, we hold rights for reproduction and communication to the public, and in particular for use for AI purposes. As far as jurisdiction, if the infringement takes place in a given territory, you can sue there — you just have to serve the complaint in the country where the infringing company is domiciled. As a U.S. company, if you’re violating copyright in the EU, you are subject to EU jurisdiction.
In the U.S., these cases can come with statutory damages, which can run to $150,000 per work infringed in cases of willful infringement. Is there an amount you’re asking for in this complaint?
We want to stake out the principle and stop this type of infringement. There could be statutory damages, but the level has to be calculated, and there are different standards to do that, at a later stage [in the case].
Our longterm goal is to establish a system where AI companies that train their models on our members’ works seek a license from us and our members can participate in the revenues that they create. We published a licensing model earlier this year and we have had conversations with other services in the market that we want to license, but as long as there are unlicensed services, it’s hard for them to compete. This is about creating a level playing field
How have other rightsholders reacted to this case?
Nothing but support, and a lot of questions about how we did it. Especially in the indie community, there’s a sense that we can only discuss sustainable licenses if we stand up against unauthorized use.
The AI-created works you posted online as examples are extremely similar to well-known songs to which you hold rights. But I assume those didn’t come up automatically. How much did you have to experiment with different prompts to get those results?
We tried different songs, and we tried the same songs a few times and it turned out that for some songs it was a similar outcome every time and for other songs the difference in output was much greater.
These results are much more similar to the original works than what the RIAA found for its lawsuits against Suno and Udio, and I assume the lawyers on those cases worked very hard. Do you think the algorithms work differently in Germany or for German compositions?
I don’t know. We were surprised ourselves. Only a person who can explain how the model works would be able to answer that.
Tell me a bit about the model license you mentioned.
We think a sustainable license has two pillars. Rightsholders should be compensated for the use of their works in training and building a model. And when an AI creates output that competes with input [original works], a license needs to ensure that original rightsholders receive a fair share of whatever value is generated.
But how would you go about attributing the revenue from AI-created works to creators? It’s hard to tell how much an AI relies on any given work when it creates a new one.
Attribution is one of the big questions. My personal view is that we may never be able to attribute the output to specific works that have been input, so distribution can only be done by proxy or by funding ways to allow the next generation of songwriters to develop in those genres. And we think PROs should be part of the picture when we talk about licensing solutions.
What’s the next step in this case procedurally?
It will take some time until the complaint is served [to Suno in the U.S.], and then the defendant will appoint an attorney in Munich, the parties will exchange briefs, and there will be an oral hearing late this year or early next year. Potentially, once there is a decision in the regional court, it could go [to the higher court, roughly equivalent to a U.S. appellate court]. It could even go to the highest civil court or, if matters of European rights are concerned, even to the European Court of Justice [in Luxembourg].
That sounds like it’s going to take a while. Are you concerned that the legal process moves so much slower than technology?
I wish we had a quicker process to clarify these legal issues, but that shouldn’t stop us. It would be very unfortunate if this race for AI would trigger a race to the bottom in terms of protection of content for training.
A new federal report on artificial intelligence says that merely prompting a computer to write a song isn’t enough to secure a copyright on the resulting track — but that using AI as a “brainstorming tool” or to assist in a recording studio would be fair game.
In a long-awaited report issued Wednesday (Jan. 29), the U.S. Copyright Office reiterated the agency’s basic stance on legal protections for AI-generated works: That only human authors are eligible for copyrights, but that material created with the assistance of AI can qualify on a case-by-case basis.
Amid the surging growth of AI technology over the past two years, the question of copyright coverage for outputs has loomed large for the nascent industry, since works that aren’t protected by copyrights would be far harder for their creators to monetize.
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“Where that [human] creativity is expressed through the use of AI systems, it continues to enjoy protection,” said Shira Perlmutter, Register of Copyrights, in the report. “Extending protection to material whose expressive elements are determined by a machine, however, would undermine rather than further the constitutional goals of copyright.”
Simply using a written prompt to order an AI model to spit out an entire song or other work would fail that test, the Copyright Office said. The report directly quoted from a comment submitted by Universal Music Group, which likened that scenario to “someone who tells a musician friend to ‘write me a pretty love song in a major key’ and then falsely claims co-ownership.”
“Prompts alone do not provide sufficient human control to make users of an AI system the authors of the output,” the agency wrote. “Prompts essentially function as instructions that convey unprotectible ideas.”
But the agency also made clear that using AI to help create new works would not automatically void copyright protection — and that when AI “functions as an assistive tool” that helps a person express themselves, the final output would “in many circumstances” still be protected.
“There is an important distinction between using AI as a tool to assist in the creation of works and using AI as a stand-in for human creativity,” the Office wrote.
To make that point, the report cited specific examples that would likely be fair game, including Hollywood studios using AI-powered tech to “de-age” actors in movies. The report also said AI could be used as a “brainstorming tool,” quoting from a Recording Academy submission that said artists are currently using AI to “assist them in creating new music.”
“In these cases, the user appears to be prompting a generative AI system and referencing, but not incorporating, the output in the development of her own work of authorship,” the agency wrote. “Using AI in this way should not affect the copyrightability of the resulting human-authored work.”
Wednesday’s report, like previous statements from the Copyright Office on AI, offered broad guidance but avoided hard-and-fast rules. Songs and other works that use AI will require “case-by-case determinations,” the agency said, as to whether they “reflect sufficient human contribution” to merit copyright protection. The exact legal framework for deciding such cases was not laid out in the report.
The new study on copyrightability is the second of three studies the agency is conducting on AI. The first report, issued last year, recommended federal legislation banning the use of AI to create fake replicas of real people; bills that would do so are pending before Congress.
The final report, set for release at some point in the future, deals with the biggest AI legal question of all: whether AI companies break the law when they “train” their models on vast quantities of copyrighted works. That question — which could implicate trillions of dollars in damages and exert a profound effect on future AI development — is already the subject of widespread litigation.
Perplexity AI has presented a new proposal to TikTok’s parent company that would allow the U.S. government to own up to 50% of a new entity that merges Perplexity with TikTok’s U.S. business, according to a person familiar with the matter.
The proposal, submitted last week, is a revision of a prior plan the artificial intelligence startup had presented to TikTok’s parent ByteDance on Jan. 18, a day before the law that bans TikTok went into effect.
The first proposal, which ByteDance hasn’t responded to, sought to create a new structure that would merge San Francisco-based Perplexity with TikTok’s U.S. business and include investments from other investors.
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The new proposal would allow the U.S. government to own up to half of that new structure once it makes an initial public offering of at least $300 billion, said the person, who was not authorized to speak about the proposal. The person said Perplexity’s proposal was revised based off of feedback from the Trump administration.
If the plan is successful, the shares owned by the government would not have voting power, the person said. The government also would not get a seat on the new company’s board.
ByteDance and TikTok did not immediately responded to a request for comment.
Under the plan, ByteDance would not have to completely cut ties with TikTok, a favorable outcome for its investors. But it would have to allow a “full U.S. board control,” the person said.
Under the proposal, the China-based tech company would contribute TikTok’s U.S. business without the proprietary algorithm that fuels what users see on the app, according to a document seen by the Associated Press. In exchange, ByteDance’s existing investors will get equity in the new structure that emerges.
The proposal seems to mirror a strategy Steven Mnuchin, treasury secretary during Trump’s first term, discussed Sunday on Fox News’ Sunday Morning Futures — that a new investor in TikTok could simply “dilute down” the Chinese ownership and satisfy the law. Mnuchin has previously expressed interest in investing in the company.
“But the technology needs to be disconnected from China,” he added. “It needs to be disconnected from ByteDance. There’s absolutely no way that China would ever let us have something like that in China.”
The Perplexity proposal comes as several investors are expressing interest in TikTok. President Donald Trump said late Saturday that he expects a deal will be made in as soon as 30 days.
On a flight from Las Vegas to Miami on Air Force One, Trump also said he hadn’t discussed a deal with Larry Ellison, CEO of software maker Oracle, despite a report that Oracle, along with outside investors, was considering taking over TikTok’s global operation.
“Numerous people are talking to me. Very substantial people,” Trump said. “We have a lot of interest in it, and the United States will be a big beneficiary. … I’d only do it if the United States benefits.”
Under a bipartisan law passed last year, TikTok was to be banned in the United States by Jan. 19 if it did not cut ties with ByteDance. The Supreme Court upheld the law, but Trump then issued an executive order to halt enforcement of the law for 75 days.
Trump, on Air Force One, noted that Ellison lives “right down the road” from his Mar-a-Lago estate, but added, “I never spoke to Larry about TikTok. I’ve spoken to many people about TikTok and there’s great interest in TikTok.”
TikTok briefly shut down in the U.S. a week ago, but went back online after Trump said he would postpone the ban. Trump had unsuccessfully attempted a U.S. ban of the platform during his first term. But he has since reversed his position and has credited the platform with helping him win more young voters during last year’s presidential election.
TikTok CEO Shou Chew attended Trump’s inauguration Jan. 20, along with some other tech leaders who’ve been forging friendlier ties with the new administration.
Congress voted to ban TikTok in the U.S. out of concern that TikTok’s ownership structure represented a security risk. The Biden administration argued in court for months that it was too much of a risk to allow a Chinese company to control the algorithm that fuels what people see on the app. Officials also raised concerns about user data collected on the platform.
However, to date, the U.S. hasn’t provided public evidence of TikTok handing user data to Chinese authorities or allowing them to tinker with its algorithm.
Paul McCartney is speaking out against proposed changes to copyright laws, warning that artificial intelligence could harm artists.
The British government is currently considering a policy that would allow tech companies to use creators’ works to train AI models unless creators specifically opt out. In an interview with the BBC, set to air on Sunday (Jan. 26), the 82-year-old former Beatle cautioned that the proposal could “rip off” artists and lead to a “loss of creativity.”
“You get young guys, girls, coming up, and they write a beautiful song, and they don’t own it, and they don’t have anything to do with it. And anyone who wants can just rip it off,” McCartney said. “The truth is, the money’s going somewhere… Somebody’s getting paid, so why shouldn’t it be the guy who sat down and wrote ‘Yesterday’?”
The U.K. Labour Party government has expressed its ambition to make Britain a global leader in AI. In December 2024, the government launched a consultation to explore how copyright law can “enable creators and right holders to exercise control over, and seek remuneration for, the use of their works for AI training” while also ensuring “AI developers have easy access to a broad range of high-quality creative content,” according to the Associated Press.
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“We’re the people, you’re the government. You’re supposed to protect us. That’s your job,” McCartney told the BBC. “So you know, if you’re putting through a bill, make sure you protect the creative thinkers, the creative artists, or you’re not going to have them.”
The Beatles’ final song, “Now and Then,” released in 2023, utilized a form of AI called “stem separation” to help surviving members McCartney and Ringo Starr clean up a 60-year-old, low-fidelity demo recorded by John Lennon, making it suitable for a finished master recording.
As AI becomes more prevalent in entertainment, music and daily life, the debate around its impact continues to grow. In April 2024, Billie Eilish, Pearl Jam and Nicki Minaj were among 200 signatories of an open letter directed at tech companies, digital service providers and AI developers. The letter criticized irresponsible AI practices, calling it an “assault on human creativity” that “must be stopped.”
Deezer, a leading French streaming service, says that roughly 10,000 fully AI-generated tracks are being delivered to the platform every day, equating to about 10% of its daily music delivery.
This finding emerged from an AI detection tool Deezer developed and filed two patent applications for in December, the company says. Now, the service is developing a tagging system for the fully AI-generated works it detects in order to remove them from its algorithmic and editorial recommendations and boost human-made music.
According to a press release, Deezer’s new tool can detect AI-made music from several popular AI music models, including Suno and Udio, with plans to further expand its capabilities. The company notes that the tool could eventually be trained to detect from “practically any other similar [AI model]” as long as Deezer can gain access to samples from those models — though the company also says it has “made significant progress in creating a system with increased generalizability, to detect AI generated content without a specific dataset to train on.” It has additional plans to develop the capability to identify deepfaked voices.
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Deezer is the first music streaming platform to announce the launch of an AI detection tool and the first to seek a concrete solution for the growing pool of AI music accumulating on streaming platforms worldwide. Given that AI-generated music can be made much more quickly than human-created works, critics have expressed concern that these AI tracks will increasingly take away money and editorial opportunities from human artists on streaming services.
Among those critics are the three major music companies — Universal Music Group, Sony Music Entertainment and Warner Music Group — which collectively sued top AI music models Suno and Udio for copyright infringement last summer. In their complaint, the three companies said Suno and Udio could generate music that would “saturate the market with machine-generated content that will directly compete with, cheapen and ultimately drown out the genuine sound recordings on which [the services were] built.”
“As artificial intelligence continues to increasingly disrupt the music ecosystem, with a growing amount of AI content flooding streaming platforms like Deezer, we are proud to have developed a cutting-edge tool that will increase transparency for creators and fans alike,” says Alexis Lanternier, CEO of Deezer. “Generative AI has the potential to positively impact music creation and consumption, but its use must be guided by responsibility and care in order to safeguard the rights and revenues of artists and songwriters. Going forward we aim to develop a tagging system for fully AI generated content, and exclude it from algorithmic and editorial recommendation.“
“We set out to create the best AI detection tool on the market, and we have made incredible progress in just one year,” says Aurelien Herault, Deezer’s chief innovation officer. “Tools that are on the market today can be highly effective as long as they are trained on data sets from a specific generative AI model, but the detection rate drastically decreases as soon as the tool is subjected to a new model or new data. We have addressed this challenge and created a tool that is significantly more robust and applicable to multiple models.”
Music AI, a developer of artificial intelligence for music and audio, announced Wednesday it raised $40 million in a funding round led by Connect Ventures, a partnership between CAA and venture capital firm NEA, and Brazilian investor monashees, which also participated in Music AI’s seed around.
Other participants in the funding round include Kickstart, Samsung Next, Toba Capital, Valutia, Pelion and such music industry professionals as songwriter/producer Freddy Wexler, DJ/producer 3LAU and singer/songwriter Alexander23.
“Securing this Series A funding underscores the real-world impact our technologies have on the creative industry,” Geraldo Ramos, CEO of Music AI, said in a statement. “We’re ready to advance our mission of making music innovation accessible to all, and we’re eager to explore new possibilities with a focus on practical applications.” Founded by Ramos, Eddie Hsu, and Jardson Almeida, Music AI has a team of over 90 collaborators in the U.S., Brazil and Europe.
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Some AI companies have run into legal problems from music rights owners intent on preventing unauthorized use of their recordings and musical works to train generative AI models. Suno and Udio, for instance, were sued in the U.S. by the major labels for copyright infringement in June 2024, and Suno was sued on Monday by German performing rights organization GEMA in a Munich regional court. Music AI distances itself from those controversies, calling its products “ethical AI solutions” for the creative process such as stem separation, voice transfers, lyric transcription and mixing and mastering. The company’s technologies, including Music.ai and Moises.ai, have over 50 million users.
“We are deeply committed to partnering with ethically led AI companies that appropriately credit and compensate creators for usage of their work,” Michael Blank, managing partner at Connect Ventures, said in a statement. “Music AI’s talent-friendly approach and unparalleled technology is helping them become the trusted and premier AI platform of the music industry. Beyond empowering artists, Moises enhances the creative process for musicians, producers, and content creators worldwide for practice, creation, and collaboration.”
Samsung Next is interested in Music AI’s models’ ability “to run directly on hardware for faster performance, reduced latency and reduced cloud dependency,” said Carlos Castellanos, investor at Samsung Next. “Their proprietary models, third-party integrations, and on-device AI capabilities ensure reliability, security, and scalability across smartphones, smart TVs, and other connected devices—all while elevating the end-user experience with cutting-edge features.”
BERLIN — In June, the three major labels sued the generative AI music companies Udio and Suno for training their software on copyrighted music without a license. Now, GEMA, the German PRO, is also taking legal action against Suno, in a case filed today (Jan. 21) in the Munich Regional Court.
In an announcement, GEMA said that it documented that the Suno system outputs content that “largely corresponds to world-famous works whose authors GEMA represents,” including “Forever Young” by Alphaville, “Mambo No. 5” by Lou Bega and “Daddy Cool” by Milli Vanilli creator Frank Farian, among others.
“AI providers such as Suno Inc. use our members’ works without their consent and profit financially from them,” said GEMA CEO Tobias Holzmüller in the announcement. “GEMA is endeavoring to find solutions in partnership with the AI companies. But this will not work without adhering to the necessary basic rules of fair cooperation and, above all, it will not work without the acquisition of licenses.”
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This case is very different from the litigation Suno faces in the U.S., which is spearheaded by the RIAA and involves recorded music owned by the major labels. Assuming that Suno has indeed trained its software on copyrighted recordings, as seems likely, that case will involve a determination of whether this would qualify as “fair use” – the legal doctrine that allows the unlicensed use of copyrighted works in some situations, including quotation and criticism. That can be notoriously complicated and it involves both specific facts and case law. It can also involve a great deal of money, since statutory damages for willful copyright infringement can reach $150,000 per work.
GEMA’s case involves the copyrights to songs, which it represents as a PRO, rather than those of recordings. The relevant legislation would be the European Union’s AI and Copyright directives, which allow copyright owners to “opt out” of having their works scanned in order to train AI software, and require “fair remuneration” if they are used. This is one of the first big cases involving this issue in Europe, as well as the first against a big generative music company. Any damages would almost certainly be more modest than they would in the U.S., but the case could establish whether AI companies need to license copyrighted works for software training purposes. Whatever the result, it is easy to imagine it being appealed to higher courts in Germany.
In November, GEMA also sued OpenAI for using lyrics of songs to which GEMA has rights in order to train its AI software. That case, also filed with the Munich Regional Court, only involves lyrics.
In its announcement, GEMA said Suno “outputs content that obviously infringes copyrights.” However, the issue in this case is not this output, but rather the music Suno has scanned during the process of training its software. If Suno has indeed scanned music for training purposes, it would presumably be infringing the rights in the songs as well as the recordings. Although a U.S. court could determine that this is fair use, that doctrine is a feature of Anglo-American law – the UK and British Commonwealth countries have “fair dealing,” which is similar but more limited – European laws are more strict. The EU Copyright Directive lays out “exceptions and limitations” to copyright, but it also provides authors and rightsholders the ability to opt-out of having their work scanned – or, as is more likely, to opt out until a license agreement is reached.
“The lawsuit against Suno Inc. is part of an overall concept of measures taken by GEMA,” said GEMA general counsel Kai Welp in the announcement of the case, “at the end of which there will be fair treatment of authors and their remuneration.”
01/15/2025
From a potential TikTok ban to the upcoming Diddy trial to changes coming in streaming, AI, distribution and concert ticketing, there’s plenty to watch in 2025.
01/15/2025
In 2025, indie digital rights nonprofit Merlin will double down on its recently unveiled AI policy while moving forward with its “first AI pilot program” in tandem with an unnamed “global partner,” CEO Jeremy Sirota said in a New Year’s memo to staff.
Sirota’s mention of the new program in the Thursday (Jan. 2) letter, obtained by Billboard, includes a nod to Merlin’s recently released memo outlining the organization’s position on AI, in which it warned tech companies not to harvest data from Merlin members to train AI algorithms while also stating that it supports “AI products that aid human creativity, or provide new opportunities for artists to create and collaborate in developing new original works.”
“We are proving that innovation, respect for artists and delivering on our policy on AI and abiding by our position on AI can go hand in hand,” Sirota wrote in the memo. “Let’s continue to identify AI partners who want to be on the right side of history about copyright, consent and culture.”
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Sirota’s memo also highlights new deals with both Meta and Audiomack signed in 2024, adding that “nearly 400 of our members joined” the latter agreement, “putting it near the top of deals for the total number of members opted in.” He additionally touts new agreements with social streaming platforms Rhythm and Turntable/Hangout as well as renewals with Peloton, Tencent, Twitch, YouTube, Anghami, Deezer and iHeart, among others.
Additionally, Sirota makes special mention of Merlin’s Data Warehouse and Insights initiative, noting that in 2024, Merlin “greatly expanded the access independents have to critical insights” via its recorded music data, which he notes is “one of the largest sets” in the industry. He also makes sure to hype Merlin Connect — a new initiative launched in June that aims to help emerging tech and social platforms license independent music while increasing earnings for Merlin members — stating that the program is “creating a blueprint for how music powers the next wave of digital experiences.”
Elsewhere in the memo, Sirota says that Merlin’s effective admin fee for members, which “is initially set at 1.5%,” was just 1.17% between 2021 and 2023 thanks to nearly 16 million pounds paid back to members in the form of rebates. “Every year we set a goal of maximizing how much we pay back to our members as a rebate,” Sirota writes, adding that while there’s “no guarantee we can always achieve these incredibly low rates… this is a remarkable achievement to celebrate.”
For 2025, Sirota outlines three major goals: to “super serve” Merlin members via its “Insights visualization rollout,” which he says “will expand the scope of business intelligence available to our members”; “supercharge Merlin Connect”; and expand Merlin Engage, a mentorship program that aims to “empower the next generation of female leaders in the independent music space” and which last year expanded to 30 participants, he says.
Read Sirota’s full memo below.
Hi Merlin Team,
As we start a new year, I’m struck by a simple truth: while our members represent over 15% of the global recorded music market, the music industry’s future will not be shaped by those with the broadest reach or even deepest pockets. It will be owned by those with the clearest vision and strongest commitment to artists. This is why we stay laser-focused on our singular mission: strengthening the world’s leading independents to compete and strengthen their independence. I couldn’t be prouder of our mission and this team.
Let’s never forget that our difference is more than just a business model; it’s a belief system. We deliver true independence as the only global deal making organization that is member-led, member-owned and member-governed. Every single day, we wake up and get to solve the most important question: how can we better serve our members? Our key performance indicator is simple: the success of our members and the artists they represent.
I’d be remiss if I didn’t specifically acknowledge your incredible cross functional work in December, which culminated in the launch of Merlin’s first AI pilot program. This was an impressive accomplishment achieved in close partnership with our members. It also marks an exciting start to our AI journey with a global partner. We are proving that innovation, respect for artists, and delivering on our policy on AI and abiding by our position on AI can go hand in hand. Let’s continue to identify AI partners who want to be on the right side of history about copyright, consent, and culture.
Let’s reflect back on 2024 and then look forward to 2025.
Membership
Collectively, our membership rivals the largest players in music. Merlin stands as the guardian of independence in digital music, not just through deals and technology, but as a force that protects and empowers independents to thrive on their own terms. We are indies – smart, adaptable, and fiercely dedicated to proving that independence, partnership with artists and market leadership can go hand in hand. From our newest team member to our longest-serving partner, we share one goal: ensuring independent music maintains its significance and voice in the digital future.
Everyone at Merlin is inspired by the diversity of artists, music, and experimentation our independent members bring to the world. This year we were proud to welcome a number of leading and innovative independents into Merlin deals: Artist Partner Group (U.S.), Nettwerk Music Group (Canada), Rostrum Pacific (U.S.), UNFD (Australia), VP Music Group, and Wide Awake (Netherlands).
Merlin members rule. Here’s just a small sample of the incredible releases from our members’ artists in 2024 (and a soundtrack to start the new year):
Armada Music – the world is always a better place when Armin van Buuren releases new music
Better Noise – The Hu’s live album
Curb Records – the resurgence of Sixpence None the Richer “Kiss Me”
Domino Records – who doesn’t love Arctic Monkeys, but, also, what an amazing debut solo album from Beth Gibbons
EMPIRE – one word: Shaboozey
Exceleration & Redeye – Daptone Records released the new album from Thee Sacred Souls “Got a Story to Tell”
Hopeless – a new Neck Deep album and 30 years of Hopeless
Lex Records – the album by Eyedress “Vampire in Beverly Hills”
Muting the Noise – Adam Port’s amazing track “Move”
Nettwerk – bôa “Duvet”
Ninja Tune – the viral hit by nimino “I Only Smoke When I Drink”
Pony Canyon – the new album “Rejoice” from OFFICIAL HIGE DANDISM
Secret City – Patrick Watson “Je Te Laisserai des Mots” (the first French language song to reach 1bn streams on Spotify)
Secretly – the continued success of Mitski “My Love Mine All Mine” and Khruangbin (Best New Artist nod at Grammys)
Sub Pop – Suki Waterhouse
UnitedMasters – what a year for FloyyMenor
Warp Records – releases from Flying Lotus and Nighmares on Wax
Finally, you know that our Admin Fee is used to cover our budget and is initially set at 1.5%. Every year we set a goal of maximizing how much we pay back to our members as a rebate (i.e., the difference between our actual budget and the 1.5%). I’m pleased to report that, over the last three years, we have paid back nearly £16,000,000 to our members in rebates. From 2021 through 2023, our average effective admin fee was 1.17%. There’s no guarantee we can always achieve these incredibly low rates, but this is a remarkable achievement to celebrate. It’s a testament to your hard work and the creativity in how we operate this organization.
Partnership
Yes, we renewed our licensing agreement with Meta. More importantly, we strengthened and expanded our partnership. Meta is a partner who values Merlin, its members, independent music and building together. That’s why I continue to prioritize this partnership. The Meta team is keen on helping our members and their artists drive culture, are keen on fandom, and appreciate the unbelievable talent of independent artists.
We also struck a new deal with Audiomack, an artist-first music streaming platform that empowers artists to reach and engage with fans worldwide. Despite being in business for over twelve years, and a significant number of our members having direct deals, nearly 400 of our members joined the Merlin deal, putting it near the top of deals for the total number of members opted in. That is the value of Merlin and the importance placed by Audiomack on our partnership.
We ensured our members are at the forefront of social streaming platforms, striking deals with Rythm, the pioneering community-based group listening platform, and Turntable (Hangout), designed to make music a more social experience.
Every partnership matters to me, but I want to applaud your enhanced approach to dealmaking and partnership in renewing with Peloton (new features), Tencent (VIP tier), Twitch (DJ program), and YouTube (working in partnership with them on the full spectrum of our relationship from content integrity through to their product innovations).
Beyond new deals, we renewed our partnerships with Anghami, Deezer, FLO, iHeart, JioSaavn, JOOX, KKBox, Kuaishou, Lickd, and VEVO.
These are music services that value Merlin, its members and independent music. One stand-out you might have missed is our Soundtrack Your Brand partnership where, thanks to a cross functional team effort, we have increased our members’ deal participation by over 50%.
Another stand-out is our Canva partnership, where Merlin members and their artists’ music account for over 40% of Canva’s music library. That’s the power of independent music.
Merliners
2024 was our Year of Connectivity. To continue providing opportunities for the Merlin team to build closer relationships with our members, our partners, the trade associations, and each other, we held our first ever company-wide global retreat (which you affectionately called The Great Merlin Escape). We set goals of fostering greater understanding and empathy, building context across teams, and leaning more into strategic thinking. It was great to have a dedicated facilitator to help Merliners better understand their own strengths, learn how to more effectively collaborate cross functionally, and implement practices that help Merliners more effectively serve the needs of our members. Don’t forget you can find the group photo here.
For a small team, I am amazed at how many opportunities we create to connect with our partners, members, and the network of dedicated trade associations around the world. The web sessions and in-person meet-ups we hosted had attendees numbering in the thousands; we traveled to over 30+ countries; we participated in dozens of panels, moderated many more, and delivered keynotes; and we were proud to organize unique visits to our members’ offices where so many Merliners could listen to, learn from and interact with our members. I can’t wait to do more of those this year.
We integrated these connections into our daily operations by launching and improving the internal systems that make knowledge-sharing about our business relationships easier throughout the org, all in the service of helping members and partners get more from Merlin.
Continuing with the theme of connectivity, I want to again extend a warm welcome so many talented people who joined in 2024 across virtually every discipline: Alice Moss arrived from SoundCloud into our Member Operations team; Carol Zuma-Hall from Platoon/Apple as our new Controller; Ceri Brown as our new UI/UX designer; Emillia Walsh as our talented Paralegal; Gary Watson moved from a consultancy role on our Data Warehouse initiative to leading our Data Operations team; Jac Powell came from Universal Music as senior data analyst; Kirsty Langdell as our new People & Culture Lead; Leah Kraft with time at Spotify and Disney joined Member Relations; Maria Lavric in our newly-formed Data Operations team; Martin Vovk joins from Sony Music as our new Insights lead; Matt Price as a Data Engineer supporting our warehouse; Molly Kempen on our reporting team; Sara Oman on our analytics team; Simon-Turner Thompson as our new product manager; and Wes Green as our first-in-kind Product Owner.
I also want to welcome back Kaoruko Hill, our second boomerang employee, as our new GM for APAC. And the unbelievably talented Neil Miller, who joined as our new General Counsel, supporting the best Business Affairs team in the world.
Technology and Innovation
We’re building a future where independent music thrives on its own terms – innovative, authentic, and uncompromised. This isn’t about competing with or trying to recreate the past. It’s about redefining what’s possible when technology and independence join forces.
But scale alone is not enough. Music discovery and consumption have fundamentally changed. Gaming, social platforms, and new consumption models have shifted power toward independents. Our deals don’t just ride these changes – they shape how value flows to rightsholders.
This is how Merlin helps our members stay at the forefront of the industry. We are in this business because we love music and the artists who make it. Our superpower at Merlin is built on supporting our global membership through three core philosophies: rights, relationships, and resourcing (here).
Along those lines, I’m thrilled with how far along we’ve come with our Data Warehouse and our Insights initiative. Merlin sits on one of the largest sets of recorded music data in the industry. Our ability to leverage that data will unlock so many opportunities for our members. From helping our members understand rapidly changing platform trends to navigating new markets, we have greatly expanded the access independents have to critical insights. Kudos to the team in refining and improving Dremio and our capability for better business analytics and insights performance. This sets the stage for 2025 in continuing to improve how we help members understand their performance within the global marketplace.
And, of course, Merlin Connect. While others guard old models, we saw that emerging platforms needed a fresh approach to music licensing. These platforms want quality music but traditional licensing remains complex, slow, and expensive. We built something different: a streamlined path to independent music, backed by API delivery and hands-on support. This isn’t another licensing deal – we’re investing in the future of independent music and creating a blueprint for how music powers the next wave of digital experiences. What’s most exciting? The unlimited possibilities we can explore and technologies we haven’t even heard of yet.
Through Merlin Connect, we’re opening new channels for our members’ music while solving a critical market problem. It’s exciting that platforms want to work exclusively with Merlin and its members as their music solution of choice. They know the transformative impact our members’ music will have on their platforms and we can’t wait to be the catalyst for that impact this year.
2025 and Beyond
Let’s crank our initiatives up to 11:
Super Serve Our Members: With our Insights visualization rollout, we will expand the scope of business intelligence available to our members, and deliver it via a self-serve tool in the Wizard.
Supercharge Merlin Connect: Let’s continue to drive opportunities into emerging platforms and create monetization opportunities by making music accessible to more business innovators.
Expand Merlin Engage; Build More Community: This mentorship program, from across the global Merlin membership, is helping empower the next generation of female leaders in the independent music space. Last year, we expanded our program to 30 participants, brought on board a seasoned facilitator (Miriam Meima), and offered additional workshops in managing up, storytelling (also offered to program alumni), and other workshops in soft skills. This year we’re going bigger.
Enjoy a well-deserved break with your friends and family. I look forward to our work together in 2025 and beyond.
Let’s build a future for true independence!
Jeremy