Indie digital rights group Merlin has announced its first partner for Merlin Connect, an initiative designed to help emerging social and tech platforms license music while increasing payouts for indie artists.
On Thursday (May 8), Merlin revealed that it has partnered on the initiative with Nina Protocol, a music platform and direct-to-fan marketplace that’s described in a press release as “built to empower independent artists and labels through fair economics, direct payments, and tools for directly engaging their communities.”
Through the initiative, which was unveiled last June, Merlin will provide chosen platforms with music, API-backed operational infrastructure, and support and mentorship — including access to industry experts and collaboration with Merlin members — to help supercharge the platforms’ growth.
“Through Merlin Connect, we’re investing in a future where quality independent music is foundational to digital innovation,” said Jeremy Sirota, CEO of Merlin, in a statement. “It’s about identifying partners like Nina Protocol whose mission, principles, and passion align closely with our own, and providing them with licensing solutions and dedicated support to help them thrive. Nina’s approach to artist empowerment, transparent monetization, and platform independence makes them a powerful partner for our members and a standout among emerging platforms in the space.”
Founded in 2021 by Mike Pollard, Eric Farber and Jack Callahan, Nina Protocol allows artists and labels to grow release earnings via direct-to-fan sales while keeping 100% of digital sales revenue. It also lets fans “unlock perks” when they support artists and discover music “through both lean-back listening and active ‘crate-digging’ exploration,” according to the release, which adds that Nina Protocol “is known for its high-quality editorial content — designed to feature artists, scenes and new releases.”
“We believe the future of music is independent,” said John Pollard, COO at Nina Protocol. “In Merlin, we have found an ideal partner with an impressive track record of demonstrating how independent music can come together to secure its own digital future. This partnership connects Nina with Merlin’s diverse global membership, providing high-quality catalog and crucial insights that will help us continue to build technology that serves the independent music community and strengthens the independence of artists and labels worldwide.”
Prior to the partnership, Merlin members were already using Nina Protocol to build artist-to-fan communities. This included Mad Decent artist LUCY participating in a Q&A on the platform; artist Harto Falión being featured in a “Nina Interview Vid”; Warp Records’ OPN taking part in a Nina interview; and artist Wu-Lu engaging fans in a Q&A session. Through the partnership, the release says, Merlin Connect will work to “bring Nina’s impact to the wider Merlin membership.”
Merlin Connect content is slated to launch on Nina Protocol this summer.