Merlin Member Music Launches on Indie-Centric Platform Nina Protocol

Merlin, the digital music licensing partner for independent labels and distributors, has announced that Merlin member music has launched on Nina Protocol, the indie-centric platform that allows artists to keep 100% of sales revenue, with fans able to purchase music directly from artists.

The deal:

• The partnership is part of the Merlin Connect initiative, which brings quality independent music, simplified operations and strategic support to emerging platforms like Nina.

• Thousands of tracks from hundreds of independent labels represented by Merlin’s global membership are now available on Nina.

• That includes music from labels such as Hopeless Records, Mad Decent, Merge Records, Nettwerk Music Group, Ninja Tune, Polyvinyl Records, Secret City Records, Secretly Group, and Warp Records, to name a few.

• Nina is now also home to independent artists such as Above & Beyond, Black County New Road, Coldcut, Destroyer, Superchunk, and more.

The platform:

• Every participating label has their own dedicated hub on Nina, where fans can discover releases, access bonus material, and engage directly with artists and labels.

• Artists can create their own digital storefront, giving them direct control over sales, transparent access to fan data, and tools to cultivate their community.

• Nina also has editorial content such as features, playlists and exclusive content spotlighting catalogs and artists.

• The platform has launched a “Selected by Merlin Connect” playlist that features music from its members. It is also launching special edition label features that celebrate the legacies and impact of labels from across Merlin’s membership.

What they said:

• Jeremy Sirota, Merlin CEO: “The independent music community has always clearly understood what fans want and has consistently led the way in defining what’s next. With Nina, Merlin members and their artists are helping build the next generation of fandom, with tools to connect directly with fans, on equitable terms, through a platform that values independence. This partnership is proof that independent music, innovation and fairness can go hand-in-hand. We're excited to support our members in shaping the future of fan engagement on Nina."

• John Pollard, Nina Protocol COO: “Nina was built for moments like this, when independent artists and labels come together to create something bigger than themselves. Partnering with Merlin members and bringing their incredible rosters onto Nina helps us showcase the richness of independent music while giving artists and their communities the recognition and experience they deserve. This is just the beginning of what’s possible when we put artists, fans, and labels at the center of the music experience.”