M.A.D Solutions, a long-standing licensee of the global rights agency Merlin, has recently forged a direct licensing agreement with TikTok. This development marks a significant shift in the music industry landscape, as TikTok has moved away from its previous blanket licensing arrangement with Merlin, citing “operational challenges.” Central to this change is a focus on improving copyright quality control.
TikTok highlighted past issues with the Merlin arrangement, noting instances where “music delivered was not adequately quality-controlled for copyright compliance.” As a result, TikTok has opted to engage directly with individual Merlin members, transforming the way independent music rights are managed on the platform. Prominent players like UnitedMasters and Ditto have already established direct deals with TikTok, with M.A.D Solutions now joining their ranks.
Merlin, however, has expressed concerns over TikTok’s decision. In a recent letter to its members, Merlin accused TikTok of attempting to “[divide] the Merlin membership to potentially reduce their payouts.” This sentiment underscores growing tensions between the two, with Merlin defending its collective model as more beneficial for artists and rights holders. TikTok, on the other hand, has cited “streaming fraud concerns” as a significant factor in its decision to abandon collective negotiations.
The new agreement between TikTok and M.A.D Solutions encompasses TikTok, CapCut, and the TikTok Commercial Music Library (CML). By sidestepping a collective licensing deal, M.A.D Solutions aims to maximize the potential of TikTok’s vast ecosystem. This arrangement ensures exclusive access for the company’s artists to the CML, a resource utilized by global brands like Coca-Cola, IKEA, and ESPN for advertisements, branded content, challenges, and viral campaigns—unlocking substantial monetization opportunities.
“This partnership with TikTok is a perfect alignment with our mission to connect African talent with global audiences,” said Bugwu Aneto-Okeke, Founder and CEO of M.A.D Solutions.
“TikTok has become a cornerstone for music discovery, offering unprecedented exposure and revenue generation. Through this collaboration, we are ensuring that our artists are strategically positioned to leverage its immense potential. This is about more than visibility; it’s about creating sustainable financial opportunities for our talent,” added Aneto-Okeke. “Our commitment remains focused on enhancing artist revenue while celebrating and promoting African culture worldwide.”
Founded in Nigeria in 2017 and now headquartered in Houston, Texas, M.A.D Solutions has become a trailblazer in African digital music distribution. With operations spanning South Africa, Canada, the UK, and beyond, the company has successfully placed artists like Flavour, Simi, P-Square, Runtown, and Phyno on major platforms such as Apple Music, Spotify, Boomplay, and Amazon Music.
Their accomplishments speak volumes:
- 16.5 billion views generated by their TikTok catalog over the past year
- 29.99 million creations inspired by their music
- 1.23 billion likes, 41.07 million shares, and 8.98 million favorites
One notable success is Phyno’s album Full Time Job, which garnered over 40 million Spotify streams within its first month. Additionally, the company’s YouTube catalog amassed over 1.1 billion streams in 2024 alone.
In 2021, M.A.D Solutions expanded its services with the launch of ENGAGE, a talent management and label service dedicated to empowering independent artists and fostering cross-border collaborations. With the new TikTok partnership and the ongoing success of ENGAGE, the company is doubling down on building infrastructure to secure the long-term growth of African independent artists.
Earlier this year, Merlin renewed its strategic partnership with Meta, the parent company of Facebook, on behalf of its members, including M.A.D Solutions. The agreement covers Meta’s platforms such as Instagram, Facebook, and Messenger.
