Twitch And Merlin Announce Partnership To Empower Independents
Photo Credit: Martin Bureau

Twitch And Merlin Announce Partnership To Empower Independents

Independent music licensing partner Merlin is teaming up with Twitch to give artists better opportunities.

According to a press release sent to AfroTech, the partnership was created to empower Merlin members and their artists by providing additional streams of income and accessibility to Twitch’s music programming.

On its own, Merlin appears to be a powerhouse. The licensing group reportedly accounts for 15 percent of global music shares. The company is also said to help thousands of artists globally and has continued to spearhead opportunities with interested partners. The newly announced partnership aims to reinforce its commitment to creating an innovative hub for its talent.

“We’re thrilled to collaborate with Twitch for this groundbreaking deal,” said Jeremy Sirota, Merlin CEO, in a press release. “We’ve been engaged in conversations with Twitch since the day I started at Merlin, and I’m pleased that our team found a path for Merlin members and their artists to better engage fan communities across the Twitch ecosystem, whether in music, gaming or beyond. Merlin members are excited to lean into this opportunity on behalf of their artists.”

More Marketing Opportunities On The Way For Independant Artists

Twitch’s newest partnership sets the tone for its continued efforts to build community and create an interactive experience for fans. Teaming up with Merlin, it hopes it will propel their mission further by encouraging more audience building and integrating marketing opportunities to ensure everybody wins.

“It really is an exciting time to be an independent artist,” said Tracy Chan, VP, Head of Music at Twitch, in a press release. “The relationship between fan and artist has been transformed, and we’re proud to offer a new pathway to success for so many artists. Our partnership with Merlin affords their members’ independent artists an on-ramp to our devoted and engaged Twitch community. We are grateful for the collaborative work of our colleagues at Merlin and know that, together, we can achieve great things for a sector of the music community that has never been more influential.”

What Merlin Artists And Members Can Expect

Merlin members can look forward to live global performances and marketing opportunities through Twitch’s incubator program, The Collective. The partnership hopes to create a long-standing relationship between Twitch and independent artists.

In addition, Twitch will allow Merlin and its members the right “to report certain unauthorized uses of their music,” according to a press release.