Ears On

Merlin Conjures Indie Marketing Power

Mark Fleischmann  |  Jan 29, 2007

Independent music labels are banding together to increase their marketing power in the dawning download era. Say hello to Merlin, a licensing authority that bills itself as a "virtual fifth major" label. It will serve as a single point of contact for download services like iTunes and Rhapsody, giving indies a better shot at getting into the most heavily trafficked online distribution channels. Under a deal with SNOCAP, Shawn Fanning's post-Napster venture, Merlin will also enable artists to sell no-DRM MP3s on MySpace or through their own virtual stores. Members include numerous indies from the United States, Latin America, United Kingdom, Europe, and the far east. Look out Universal, Sony BMG, EMI, and Warner. You've got some real competition now.

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kinnessa132's picture
Submitted by kinnessa132 on October 14, 2024 - 12:28pm

Merlin’s collaboration with indie labels is a prime example of brand awareness campaign strategies in the music industry. By unifying for greater online visibility on platforms like iTunes and MySpace, they’re setting new brand awareness campaign examples https://teqblaze.com/blog/brand-awareness-campaign-examples , challenging major labels in the digital era.

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