Indie digital rights nonprofit Merlin will double down on its recently unveiled AI policy in 2025 while moving forward with its “first AI pilot program” in tandem with an unnamed “global partner,” CEO Jeremy Sirota said in a New Year’s memo to staff. The nonprofit has long been a vocal proponent of carefully cultivated AI safety, encouraging consent and care at every turn. As a result, these new efforts come with the promise to implement the technology in as delicate and respectful a way as possible. In this way, Merlin can explore the potential of safe AI while the AI industry can better see how companies can operate without infringing upon intellectual property rights. 

Sirota’s mention of the new program in the Thursday (Jan. 2) letter, obtained by Billboard, includes a nod to Merlin’s recently released memo outlining the organization’s position on AI. In it, Merlin warned tech companies not to harvest data from Merlin members to train AI algorithms while also stating that it supports “AI products that aid human creativity or provide new opportunities for artists to create and collaborate in developing new original works.”

Innovating Respectfully with AI

“We are proving that innovation, respect for artists, delivering our policy on AI, and abiding by our position on AI can go hand in hand,” Sirota wrote in the memo. “Let’s continue to identify AI partners who want to be on the right side of history about copyright, consent, and culture.”

Sirota’s memo also highlights new deals with Meta and Audiomack signed in 2024, adding that “nearly 400 of our members joined” the latter agreement, “putting it near the top of deals for the total number of members opted in.” He also touts new agreements with social streaming platforms Rhythm and Turntable/Hangout and renewals with Peloton, Tencent, Twitch, YouTube, Anghami, Deezer, and iHeart, among others.

The Memo

Here’s a more extensive look at the opening of the memo:

Hi Merlin Team,

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As we start a new year, I’m struck by a simple truth: while our members represent over 15% of the global recorded music market, the music industry’s future will not be shaped by those with the broadest reach or deepest pockets. It will be owned by those with the clearest vision and strongest commitment to artists. This is why we stay laser-focused on our singular mission: strengthening the world’s leading independents to compete and strengthen their independence. I couldn’t be prouder of our mission and this team.

Let’s never forget that our difference is more than just a business model; it’s a belief system. We deliver true independence as the only global deal-making organization that is member-led, member-owned, and member-governed. Every single day, we wake up and get to solve the most important question: how can we better serve our members? Our key performance indicator is simple: the success of our members and the artists they represent.

I’d be remiss if I didn’t specifically acknowledge your incredible cross-functional work in December, which culminated in the launch of Merlin’s first AI pilot program. This was an impressive accomplishment achieved in close partnership with our members. It also marks an exciting start to our AI journey with a global partner. We are proving that innovation, respect for artists, delivering on our policy on AI, and abiding by our position on AI can go hand in hand. Let’s continue to identify AI partners who want to be on the right side of history in terms of copyright, consent, and culture.

Let’s reflect back on 2024 and then look forward to 2025.

The Future is Bright for Merlin

Sirota goes on to make special mention of Merlin’s Data Warehouse and Insights initiatives, noting that in 2024, Merlin “greatly expanded the access independents have to critical insights” via its recorded music data, which he says is “one of the largest sets” in the industry. He also makes sure to hype Merlin Connect, the brand-new initiative launched in June that aims to help emerging tech and social platforms license independent music while increasing earnings for Merlin members. He states that the program is “creating a blueprint for how music powers the next wave of digital experiences.” In this way, these programs and initiatives serve to further highlight the rigorous and ethical work being done at Merlin with AI-driven tools.