Independent Icons Take Control: Merlin Connect and Nina Protocol Unlock New Era of Artist-to-Fan Connection
09 September 2025 - Press releaseMerlin, the digital music licensing partner for the world's leading independent labels and distributors, announced today that Merlin member music has launched on Nina Protocol. Nina is an indie-centric music platform where artists keep 100% of sales revenue and fans can purchase music directly while unlocking exclusive content. This partnership, which is a part of the Merlin Connect initiative, brings quality independent music, simplified operations, and strategic support to emerging platforms like Nina.
The launch of Merlin member music on Nina features thousands of tracks from hundreds of iconic independent labels represented by Merlin’s global membership, such as 604 Records, Armada Music, AEI, Anjunabeats, Hopeless Records, Mad Decent, Merge Records, Nettwerk Music Group, Ninja Tune, Polyvinyl Records, Secret City Records, Secretly Group, and VP Music Group, Warp Records.
Nina will now be home to incredible independent artists such as Above & Beyond, Anamanaguchi, Black County New Road, Coldcut, Destroyer, Marianas Trench, Sub Urban, Superchunk, Young Fathers, Weval, and more — all part of Nina’s growing independent music ecosystem.
“As artists, praxis is based on creative space with freedom to experiment,” said Matt Black of Coldcut, DJ/producer duo and founders of Ninja Tune. “We started Ninja Tune to build a home round that idea. Nina’s platform expresses that original idea for the digital age. It’s a space designed for active discovery, not just consumption on rails. It uses technology to flow music round barriers and foster a more direct dialogue with a real community. Having that direct line to those who get us is powerful, and it feels like a much-needed return to the source of what indie culture is all about.”
Every participating label has their own dedicated hub on Nina, where fans can discover releases, access bonus material, and engage directly with the artists and labels they love. Additionally, Nina will be enriched with new editorial features, curated playlists, and exclusive content that spotlights legendary catalogs and emerging artists. Nina has also launched a “Selected by Merlin Connect” playlist featuring music from its members. Alongside the playlist, Nina is launching special edition label features that celebrate the legacies and impact of labels from across Merlin’s membership.
"I've been passionate about discovering new music since I was a kid going through my parents' CD collections,” said Ary Warnaar of Anamanaguchi. “That led to FM radio and then record stores, and then Limewire, and then iTunes, and then Hypemachine and then what.cd, NTS etc., etc., etc... As technologies evolve and platforms come and go, discovering new places to discover new music has been just as much a part of the journey. Nina Protocol is the most recent place I've found myself excited to search for (and find) new music. Like a new fishing spot that's hitting."
More than just a marketplace, Nina is an ecosystem designed to put artists and labels at the forefront. The platform provides creators with the keys to their own digital storefront, offering direct control over sales, transparent access to fan data, and the tools to cultivate their community on their own terms. For fans, this creates a vibrant environment for active discovery, allowing them to move beyond passive streaming so they can “crate-dig” through unique releases, dedicated label hubs, and in-depth editorial features.
“The independent music community has always clearly understood what fans want and has consistently led the way in defining what’s next,” said Merlin CEO Jeremy Sirota. “With Nina, Merlin members and their artists are helping build the next generation of fandom, with tools to connect directly with fans, on equitable terms, through a platform that values independence. This partnership is proof that independent music, innovation, and fairness can go hand-in-hand. We're excited to support our members in shaping the future of fan engagement on Nina."
“Nina was built for moments like this, when independent artists and labels come together to create something bigger than themselves,” said Nina Protocol COO John Pollard. “Partnering with Merlin members and bringing their incredible rosters onto Nina helps us showcase the richness of independent music while giving artists and their communities the recognition and experience they deserve. This is just the beginning of what’s possible when we put artists, fans, and labels at the center of the music experience.”
The debut of Merlin member content on Nina represents a new era for artist-to-fan connection. This partnership marks a long-term commitment to pioneering new models that empower artists to thrive, invites fans to participate in a deeper music experience, and ensures that the independent community leads the future of music innovation.
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