Mixcloud, which has served as a platform for DJ sets, music podcasts and other long form audio since 2009, has finalized a deal with Warner Music Group. Negotiations with UMG and Sony are in the advanced stages, according to sources.
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London based audio streaming platform Mixcloud has announced a direct licensing agreement with Warner Music Group. It is the platform’s first direct deal with a major record label.
Previously, the Mixcloud operated under statutory digital broadcast licences. Direct deals with labels enables the addition of subscriptions to individual creator channels and a more interactive listening experience. This could also help creators on the platform monetize content by developing a marketplace for audio subscriptions.
“As streaming opens up access to a vast universe of music, we are seeing a complimentary rise in fans’ engagement with curated experiences, such as playlists, on-demand radio shows, and DJ sets,” said Ole Obermann, EVP, Business Development & Chief Digital Officer, Warner Music Group.
Mixcloud already offers a diverse collection of long-form audio content of over 12 million radio shows, DJ sets and podcasts. They are produced by over 1 million tastemakers and curators including: DJs such as Carl Cox and Tiesto, Talking Heads frontman David Byrne, independent radio stations like London’s NTS, and The Guardian Podcasts.
Mixcloud’s proprietary Content ID system identifies individual tracks within long-form user generated audio, tracks usage data, and currently pays out royalties to local collecting societies such as SoundExchange and the performing rights societies in the U.S.
We are excited to partner with Warner Music Group,” said Nico Perez, Co-Founder and Director of Content at Mixcloud. “Since the beginning, we have worked with rightsholders to both monetize long-form audio and champion the importance of curation in the streaming industry.”