The agreement, which is believed to last three years, is designed to unlocks revenue to Merlin’s member labels whenever their official releases, or user-generated videos featuring their repertoire, are played via the YouTube service.
Amongst the thousands of artists covered under the deal, Antony and the Johnsons, Aphex Twin, The Prodigy, Roots Manuva, Jamie Lidell, Grizzly Bear, Yeasayer, Suuns and Boards of Canada are some of the more prominent acts whose videos can now be accessed on the YouTube service.
Said Merlin CEO, Charles Caldas, “We are very pleased to reach an agreement which will allow YouTube’s users to enjoy access to the many amazing artists that our labels represent.”
Chris Maxcy, Head of Global Music Partnerships at YouTube, commented, “We’re continually looking for new ways to connect independent artists with their fans and we’re thrilled to have struck a deal with Merlin that will help us do just that, while compensating them for their efforts at the same time.”
Merlin has a global membership including over 14,000 of the world’s most prominent independents. Since commencing operations in May 2008 Merlin has struck deals with a number of digital services including Rdio, Spotify, MySpace Music, Catch Media, Simfy, and Music Unlimited powered by Qriocity.Music Business Worldwide