Streaming platform Mixcloud has announced a direct licensing agreement with Warner Music Group. The partnership marks the platform’s first direct deal with a major label.
Mixcloud’s content includes more than 12 million radio shows, DJ sets, and podcasts from more than one million providers, including DJs such as Carl Cox and Tiesto, Talking Heads frontman David Byrne, independent radio stations like London’s NTS, and The Guardian Podcasts.
The platform's content ID system is capable of identifying individual tracks within long-form user-generated audio. It pays out royalties to local collecting societies such as SoundExchange and US performing rights societies.
Mixcloud’s licensing agreement with Warner Music Group will enable the platform to provide a subscription offering that allows fans to subscribe to individual creator channels. This approach is designed to help audio creators on the platform monetize their content by developing a new marketplace for audio subscriptions.
"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. As we embark on direct licensing relationships with the major labels, we are committed to doing what is best for artists, curators, music fans, and the industry.”
“This deal is a good example of our willingness to experiment and lead in embracing differentiated new business models,” added Ole Obermann, EVP, Business Development & chief digital officer, Warner Music Group. “As streaming opens up access to a vast universe of music, we are seeing a complementary rise in fans’ engagement with curated experiences, such as playlists, on-demand radio shows, and DJ sets. Mixcloud’s success is driven by the curiosity and passion of its community, as they engage with new music and rediscover timeless older songs. As we see that user base expand, this partnership will unlock new commercial value for our artists and their music.”