Merlin has announced a series of senior promotions across its partnerships division.
“This demonstrates the organisation’s continued investment in the team responsible for managing and developing Merlin’s global digital partner ecosystem on behalf of its worldwide independent membership,” said a statement from the global digital music licensing partner for independent labels and distributors.
Leading today’s announcements is the promotion of Emma Robinson (pictured) to vice president, partnerships.
Since joining Merlin in 2018, Robinson has played a key role in helping Merlin’s independent label and distributor members navigate the increasingly complex digital marketplace, operating at the intersection of commercial strategy, rights management and platform relations.
“Drawing on a background spanning music PR, artist development and digital operations, she has helped shape strategic partnerships across the digital ecosystem while ensuring the organisation’s members’ needs are represented by Merlin’s deal-makers and operational workflows, and in platform development,” added the statement.
Prior to joining Merlin, she worked at communications agency Name PR, where she worked across a broad range of music and technology clients spanning ticketing, publishing, festivals, distribution and digital services.
In her new role, she will continue to oversee key global partner relationships while helping shape Merlin’s broader partnership strategy across established DSPs, social platforms and emerging AI-driven services.
Emma Robinson said: “Independent music continues to shape culture globally, and Merlin plays a vital role in ensuring independent rights-holders have the infrastructure, access and representation needed to compete at the highest level. I’m incredibly proud to take on this new role and to continue working alongside our members, partners and the wider Merlin team as we help build meaningful, sustainable opportunities for the Merlin community worldwide.”
Merlin has also elevated Shannon Bradley to director, commercial partnerships, Alice Moss and Daniele Yandel to director, partnership operations and Simon Marcel has been promoted to manager, partnership operations.
Merlin plays a vital role in ensuring independent rights-holders have the infrastructure, access and representation needed to compete at the highest level
Emma Robinson
New York-based Shannon Bradley joined Merlin in 2021 as a manager. She is now Merlin’s day-to-day partnership’s lead with Spotify, Meta, Twitch, Apple and Peloton, collaborating on opportunities for Merlin member artists to maximise the value of these key partnerships.
Based in Berlin, Alice Moss joined Merlin in 2024 and has led member integrations with several new partners including Udio, Singa and Audiomack, while also driving member engagement and compliance initiatives across Merlin’s social media partnerships. Prior to Merlin, she worked at SoundCloud, where she advocated internally for independent rights-holders and helped music partners optimise their catalogues and platform strategies.
Daniele Yandel, based in New York, has been with Merlin since 2020. Her work on streamlining complex partner systems enables Merlin’s members to capitalise on these partnerships with maximum efficiency. Before joining Merlin, she co-founded the independent label Sister Polygon Records and performed in the band Priests.
Simon Marcel’s promotion recognises his growing contribution to Merlin’s operational support infrastructure. Since joining the London office in 2023, he has worked closely with members on complex rights management and platform issues, drawing on more than six years of YouTube CMS and digital rights management experience.
Charlie Lexton, CEO of Merlin, said: “These promotions recognise a group of executives who have played an important role in strengthening Merlin’s partnerships and operational capabilities during a period of rapid change across the digital music landscape. Emma has already made an outstanding contribution to Merlin and she, Shannon, Alice, Daniele and Simon each bring deep expertise, strong industry relationships and a clear commitment to supporting Merlin’s members globally. As the digital ecosystem continues to evolve, from AI and social platforms through to new rights management challenges, investing in the people helping our members navigate that complexity remains a key priority for Merlin.”
PHOTO: Emma Robinson (photo credit: David Doobinin)
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