Merlin: Brand authority for the world’s digital music partner

The Client Merlin Network is the largest and most trusted international digital music licensing partner for independents. They’re on a mission to give their members access to the same opportunities and deals as major labels and entities in the music industry, enabling members to control their futures through ownership of their digital rights.

The Brief Whilst Merlin was a known entity in the music industry, many didn’t specifically know who they were, or what they did. Our role was to change that – to create a strategic, engaging social presence that articulated who Merlin is, what they offer and how they support their international members and partners.

What We Did We worked with the Merlin team to identify core content pillars which would help to spotlight member and partner content in a brand-led, engaging way. With some of the hottest artists calling Merlin member labels home, creating slick, snappy, social-first video content was our go-to.

After a gentle brand evolution, we created a set of custom templates to give our content a cohesive feel across social channels, ensuring that the Merlin experience was uniform wherever audiences were engaging with us.

Whether we were showcasing member releases through our Member Music Friday feature, the members themselves through member spotlights, highlighting specific artists, or the Merlin team at large, we brought the brand values, story and ethos to life through our engaging content, whilst shining a light on the diverse, international Merlin membership.

The result was a public signalling success, solidifying Merlin as the defacto international digital music licensing partner for independents. Our partnership generated results that went far beyond the realms of social metrics, driving a huge uplift in brand awareness, sentiment and engagement overall.

The result was a public signalling success, solidifying Merlin as the defacto international digital music licensing partner for independents. Our partnership generated results that went far beyond the realms of social metrics, driving a huge uplift in brand awareness, sentiment and engagement overall.