The Right Mix: Mixcloud & WMG

Digital audio streaming platform Mixcloud announced a direct licensing agreement with Warner Music Group, its first direct deal with a major record label. Mixcloud offers a diverse collection of serialized, long-form and exclusive audio content — over 12 million radio shows, DJ sets and podcasts, produced by over 1 million of the best tastemakers and curators in the business, including DJs 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 is capable of identifying individual tracks within long-form user-generated audio, tracks usage data, and currently pays out royalties to local collecting societies like SoundExchange and the performing rights societies in the U.S. Mixcloud’s agreement with Warner Music Group will help enable an innovative subscription offering that allows fans to subscribe to individual creator channels for a more interactive listening experience. This approach will 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 rights holders 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.”

Ole Obermann, EVP, Business Development & Chief Digital Officer, Warner Music Group remarked, “This deal is a good example of our willingness to experiment and lead in embracing differentiated new business models. 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. 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.”