Twitch Partners with Merlin for Indie Music Licensing

Twitch Partners with Merlin to Enhance Music Integration

Twitch, the livestreaming platform owned by Amazon, is establishing a partnership with Merlin, an independent digital music licensing organization. This collaboration represents Twitch’s ongoing efforts to strengthen its ties with the recording industry.

Expanding Opportunities for Independent Artists

The agreement highlights the potential for independent artists represented by Merlin to utilize Twitch’s livestreaming capabilities. Simultaneously, it aims to enrich Twitch’s content offerings beyond its traditional gaming focus.

Merlin and Twitch jointly stated that the partnership will “unlock live experiences globally” and create new avenues for marketing Merlin’s members.

Merlin’s Extensive Representation

Merlin represents a substantial network of independent labels worldwide. This includes prominent names such as Anjunabeats, Armada Music, Beggars Group, Empire, MNRK Music Group, Epitaph Records, Lex Records, Mad Decent, Secret City, and Sub Pop.

Shifting Approach to Copyright Enforcement

In recent months, Twitch has been working to improve its relationships with major record labels. Previously, the platform faced criticism for its initial lenient stance on copyright enforcement.

Following a period of strict enforcement, Twitch now appears to be seeking a balanced approach. They are initiating preliminary agreements that fall short of comprehensive music licensing deals.

Financial Details Remain Undisclosed

The financial terms of the arrangement between Twitch and Merlin have not been publicly revealed.

Statements from Leadership

“Merlin and our members are excited to enter into this partnership with Twitch and grow our relationship,” stated Jeremy Sirota, CEO of Merlin. “We anticipate a long and productive collaboration between Twitch and Merlin members and their artists.”

Tracy Chan, Twitch Head of Music, added, “Our partnership with Merlin provides independent artists with an entry point to our dedicated Twitch community.”

Growth During the Pandemic

The rise in livestreaming by DJs and musicians during the pandemic underscored the need for stronger music integration on platforms like Twitch. The deal aims to provide artists with new opportunities for growth and “dedicated support” on the platform.

Broader Industry Agreements

Last week, Amazon and Universal Music announced an agreement to expand access to HD music for Amazon Music users. This collaboration also includes provisions for Twitch to offer its artists “commercial opportunities” and establish dedicated channels.

A similar agreement was reached with Warner Music Group last September, alongside a new system for addressing streams containing unlicensed music.

Early Steps Towards Licensing

While these deals with Merlin, Warner, and Universal haven’t yet expanded the catalog of licensed music available to creators, they represent important steps toward deeper relationships.

The Soundtrack Tool

Two years ago, Twitch introduced Soundtrack, a tool designed to help streamers find licensed music. However, at that time, the platform lacked direct relationships with major record labels.

The tool aimed to reduce instances of muted or deleted VOD archives and account strikes by guiding streamers toward approved music.

DMCA Takedowns and Streamer Concerns

Since 2020, Twitch has received numerous DMCA takedown requests due to unauthorized music appearing in streams. The company’s handling of these requests has been a source of contention.

Streamers have expressed frustration over the sudden deletion of archived videos without prior warning and the lack of clarity regarding music licensing rules.

Industry Pressure and Response

The stricter enforcement was a response to increasing pressure from the music industry. Mitch Glazier, CEO of the RIAA, previously criticized Twitch for allegedly ignoring repeated copyright violations.

NMPA Agreement and a More Forgiving System

Last September, Twitch entered a deal with the National Music Publisher’s Association (NMPA) to establish a “more flexible and forgiving” system for reporting copyright infringements.

The new system focuses on “flagrant” violations, such as livestreaming entire concerts, and provides streamers with warnings before account-level penalties for unintentional infringements.