Photo Credit: Merlin (Jeremy Sirota)
Jeremy Sirota, CEO of Merlin, the global digital rights agency for independent music, has announced he will step down at the end of 2025. Sirota was in the CEO position for nearly six years—with no replacement named at the moment.
Sirota shared the news via LinkedIn, calling his tenure “the privilege of a lifetime” and expressing pride in Merlin’s role “the most important entity representing independents.” Sirota says despite his departure, he feels the collective has a bright future ahead.
Since undertaking the CEO role in 2020, Sirota was instrumental in expanding Merlin’s influence and reach. Under his influence, the collective struck pivotal licensing deals with major digital streaming providers (DSPs) including Apple Music, Spotify, Snap Inc., and Twitch—enabling independent labels and distributors to access these global platforms through collective bargaining power. This approach helped streamline negotiations and also ensured Merlin members could compete on equal footing vs. major labels as the streaming landscape has evolved.
Sirota’s background as a technology attorney and his experience at Warner Music Group and Facebook Music positioned him to bridge the gap in negotiations between music rights holders and DSPs. During his tenure, Merlin’s membership grew by over 100 new members and he launched new initiatives like Merlin Engage, a mentorship program for women executives. He also oversaw the launch of Merlin Insights, a data-driven tool to help its members navigate streaming analytics.
Merlin most recently engaged in a high-profile dispute with TikTok over direct licensing deals. TikTok bypassed Merlin to strike individual deals with some of its largest members, highlighting the ongoing tension between collective representation and TikTok’s attempt at ‘divide and rule’ tactics. Sirota’s stance on the stand-off emphasized the value in collective bargaining for independents, arguing that their combined market share and cultural influence make them the fourth major.
As Sirota plans to depart from his position at the end of the year, Merlin has yet to name a successor in the CEO role. The Merlin board will form a subcommittee to oversee the search to fill the position. The absence of immediate leadership raises questions about how Merlin will navigate ongoing negotiations and potential disputes with DSPs—especially as the digital landscape becomes more complex.
Content shared from www.digitalmusicnews.com.