Music streaming

Merlin enters into a strategic partnership with the free music streaming app TREBEL

Merlin, the global digital rights agency for the global independent label industry, has entered into an agreement with TREBEL, a free and licensed music streaming application.

The service, which offers on-demand and offline games at no cost to its users and sponsored by brand advertisers, recently filed for an IPO in the United States.

In addition to being backed by premium advertisers, the app claims to have “strong relationships with the world’s biggest record labels,” including Universal Music Group, Sony Music Entertainment, and Warner Music Group.

Other partners listed on the company’s website include EMPIRE, DashGo, The Orchard, and Five Music Group.

TREBEL indicates that its partnership with Merlin will now allow it “to broaden its users’ access to a large repertoire of independent music”.

The app has become one of the most downloaded music apps in Mexico, and the company has additional plans to expand across South America this year, including a launch in Brazil early next year.

TREBEL plans to expand into a total of 12 new markets over the next 18 months.

Launched at the end of 2018, TREBEL affirms that its mission is to make “a first-rate musical experience more accessible to communities for which paid music may be out of reach”.

The company further suggests that its brand-backed model “creates moments of targeted ad-based friction for users during in-app non-listening times.”

TREBEL, who is led by CEO and co-founder Gary Mekikian, describes his app as “an advertising machine,” which “serves ads that balance revenue generation with user experience.”

TREBEL’s SEC filing from March revealed that the number of monthly active users of the app had increased 59% year-on-year as of December 31, 2020 to reach 3.2 million.

In September 2021, TREBEL had more than 4 million monthly active users.

For the years ended December 31, 2019 and 2020, the company generated $ 1.88 million and $ 2.33 million in revenue, respectively, representing a growth rate of 23%.

“Our partnership with Merlin will allow us to maximize exposure to independent music around the world and ensure the best possible music experience for our growing global user base. “

Corey Jones, TREBEL

Corey Jones, Co-Founder and Head of Music at TREBEL, said: As we look to the next decade, where global smartphone growth is expected to overtake the adoption of paid media models, we want to be the music provider. pure-play choice. for billions of under-monetized mobile users for whom music is a necessity.

“Our partnership with Merlin will allow us to maximize exposure to independent music around the world and ensure the best possible music experience for our growing global user base. We couldn’t be more excited.

“We are thrilled to partner with a company that, like Merlin, respects music rights holders and values ​​their hard work. “

Charlie Lexton, COO, Merlin

Charlie Lexton, COO, Merlin, said: We are very pleased to enter into this agreement to make the music of Merlin members available to TREBEL users, giving them access to a wide range of independent music, whether they are at at home, on the go, online or unplugged.

“We are thrilled to partner with a company that, like Merlin, respects music rights holders and values ​​their hard work. “


Last month, Merlin extended and improved its existing music licensing partnership with India-based music streaming service JioSaavn.

In August, Merlin signed a license agreement with Adaptr, a B2B music platform that allows developers to legally embed music into their apps.

In April, Tencent-owned music streaming platform JOOX signed a licensing agreement with Merlin.Music trade around the world


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