Merlin, the digital music licensing partner serving leading independent labels and distributors, has announced its membership in the Music Fights Fraud Alliance (MFFA), a global coalition dedicated to tackling streaming fraud and illegitimate activity across the music industry. The move marks a significant step for Merlin, which is headquartered in London and operates as a member-led organization representing tens of thousands of labels and hundreds of thousands of artists worldwide.
Founded in 2023, the MFFA brings together over 20 members, including digital platforms, distributors, and rights holders, to address the growing threat of streaming fraud. The Alliance works closely with the National Cyber-Forensics and Training Alliance (NCFTA), managing a shared database of fraud markers that enables real-time tracking and investigation of suspicious activity. This collaborative approach is designed to protect revenue streams for legitimate artists and restore trust in the digital music ecosystem.
Jeremy Sirota, CEO of Merlin, emphasized the importance of collective action in safeguarding the value of music. “Illegitimate activity siphons revenue away from genuine artists and undermines trust across the entire ecosystem,” Sirota stated. “We believe that protecting the value of music is rooted in collaboration, accountability, and transparency. By joining the MFFA, we can help to better defend the rights of genuine artists and build a more ethical digital marketplace”.
Merlin’s commitment to content integrity is further demonstrated by its recent appointment of Sarah McNabb as the organization’s first director of content integrity. McNabb now leads a cross-functional taskforce focused on collaborating with digital partners and trade associations, while providing Merlin’s members with best practices and support to prevent, detect, and combat fraudulent activity. “At Merlin, we work tirelessly to uphold standards that protect our members and the artists they represent,” McNabb said. “Due to the constantly evolving nature of fraud, collaboration is essential. Artists, managers, labels, distributors, and digital platforms must all work together, each contributing their expertise. As the most trusted partner for independents worldwide, we’re proud to join MFFA”.
The MFFA’s membership includes prominent digital service providers and music companies such as Spotify, Amazon Music, SoundCloud, TuneCore, and more. The Alliance is focused on aligning around shared standards, transparent data practices, and the development of new anti-fraud technologies and educational resources. The rise of artificial intelligence, bot farms, and manipulated content has posed new challenges to the legitimacy of music streaming, making the work of the MFFA increasingly urgent.
Michael Lewan, executive director of the MFFA, welcomed Merlin’s involvement, noting, “Merlin’s proactive stance, sophisticated internal processes, and leadership on content integrity make them a powerful voice in the fight against illegitimate activity. Their involvement will strengthen our collective global efforts to create a more fair, transparent, and accountable streaming economy”.
Merlin, which operates as a private company and is not publicly traded, is recognized for its role in negotiating digital licensing deals on behalf of independent music companies. The organization’s network includes a wide array of independent labels and distributors, and it has established partnerships with nearly 40 digital services, including Apple, Spotify, YouTube Music, and others. Merlin’s approach has enabled its membership to secure approximately 15% of the global market share for independent music.
By joining the MFFA, Merlin is positioned to further its mission of supporting independent artists and rights holders in a rapidly evolving digital landscape. The organization’s participation in the Alliance underscores its commitment to acting swiftly and responsibly on behalf of its members, ensuring that the independent sector remains competitive and protected against emerging threats.
