Pandora-Merlin

OPENING THE BOX: Pandora has inked a partnership deal with indie rights agency Merlin. The pact will help Merlin-affiliated indie labels get exposure via targeted use of data from the streaming-radio company’s Music Genome Project; the labels will also have access to this and other data related to Pandora’s 75m+ users. Pandora is also setting up “customized communication channels” to connect indie artists with users. “In a rapidly changing marketplace,” declared Merlin Chairman and Beggars Group ruler Martin Mills, “this is a very exciting opportunity for independents. It’s a win-win that allows us to continue our strong support for the principles of collective licensing, whilst securing valuable advantages for Merlin’s label and artist community.” Pandora CEO Brian McAndrews called it “an important step to advance Pandora’s ongoing commitment to build a vibrant and sustainable music industry,” and mentally vowed to start working “whilst” into his sentences. (8/6p)