Warner Music Group has announced a direct licensing agreement with digital audio streaming platform Mixcloud. Mixcloud offers a vast library of serialized, long-form, and exclusive audio content with over 12 million radio shows, DJ sets, and podcasts. The platform includes the work of DJs such as Carl Cox and Tiesto. The platform’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 such as SoundExchange and the performing rights societies in the U.S.
The Warner deal will allow Mixcloud a more direct and hands-on relationship with creators. It is said to be negotiating with Universal and Sony, the other two major-label groups.
Mixcloud co-founder Nico Perez said, “We are excited to partner with Warner Music Group,” “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.”