Slowly but surely, music licensing startup Lickd, which helps YouTubers to pay for tracks to use in their content, is picking up deals with the key players in recorded music.

BMG in 2019UMG and WMG in 2020 (followed up by investment from the latter in 2021) and now indie licensing agency Merlin. The latest deal will add music from tens of thousands of independent labels to Lickd’s catalogue.

“This partnership will not only offer opportunities for YouTubers and other content creators to expand their income, it will also put independents in a position where they can further maximise their revenue potential. It is a win-win for all,” promised Lickd boss Paul Sampson.

The company started with YouTube, but its licences now also cover platforms including Facebook, Instagram, Twitch, Twitter and Snapchat.

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