Merlin Conjures Indie Marketing Power
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.