The relationship between online streaming giants and independent record labels continues to grow, with Merlin Network announcing a new partnership Pandora Radio. The deal includes Pandora helping to accelerate the discovery of new music and exposure to independent artists for Merlin, with Merlin having access to metadata from the 75 million active monthly Pandora users helping with decision making for tour cities and tour partners, and Pandora offering direct communication channels for Merlin to engage with fans for a more intimate connection.
Many independent labels are already expressing their excitement for the partnership, while Pandora and Merlin state that all labels and artists involved will see a significant increase in their royalties.
From The Merlin Network Blog —
“For the independent sector, internet radio is an increasingly important part of the digital market, and we want to see it continue to grow, and grow fast,” said Charles Caldas, CEO of Merlin. “For the thousands of labels Merlin represents, this agreement with Pandora provides a real best of both worlds scenario: a hugely important opportunity to increase our members’ revenues and access unparalleled opportunities for exposure, whilst continuing to support a collective licensing framework.”
Pandora founder Tim Westergren added, “We are deeply committed to harnessing the great potential of internet radio to help musicians of all career stages build their audiences. Independent music has always held a special place at Pandora. These are hardworking artists – many of whom have never received promotion or airtime on terrestrial radio – and their music deserves to be heard.”