Sirota has led Merlin, the digital music licensing partner for independent labels and distributors, since 2020
Merlin will provide Nina with music, API-backed operational infrastructure, and support and mentorship, including collaboration with Merlin members.
The program, designed to help support young women who aspire to careers in the music business by connecting them with executive mentors, launched in 2023.
The independent label and distributor, which previously used Merlin for its TikTok license, has reached a deal with the short-form video app individually.
The platform's refusal to work with Merlin on licensing deals sets a "dangerous precedent" for independent artists and their labels, writes A2IM's Richard James Burgess.
IMPALA, AIM and A2IM are accusing the powerful platform of trying to divide the independent sector by boycotting licensing talks with the organization.
The collapse in negotiations between Merlin and TikTok raises questions around how big a role music plays in TikTok's business, and how much they want to pay for it.
TikTok says it wants to enter "direct deals with Merlin members." Merlin reads it as TikTok "fragmenting" their membership to try to "minimize" licensing payments for indie music.
Sirota, who has led Merlin since 2020, says he's always thinking of ways to drive more value to the nonprofit's independent partners.
Also this week: Country Music Hall of Fame and Museum elects Jody Williams as chair and OTM Music adds new heads of U.S. sync and A&R.
