Startup Lickd was founded in 2016 to help YouTubers to license commercial music for use in their videos more easily. The company has been working hard to build a catalogue of music, and has this morning announced its biggest deal yet: with Universal Music Group’s recorded music and publishing arms. It’ll be adding “a diverse selection of new releases and tracks” from their catalogues “across multiple UMG territories”.
Lickd now says it has more than 25k chart songs available for use by its customers, and that it has seen creator signups doubling month-on-month recently. “Partnering with UMG and UMPG represents a huge step forward in the creation of a streamlined path for social content creators to access pre-cleared commercial music,” said CEO Paul Sampson.
Last year, at The Great Escape conference, Sampson talked honestly about the licensing challenges involved in building Lickd. “We have been in talks with the majors for coming up to three years,” he said then. “There needs to be an understanding from the labels that startups have limited runways and limited time.” Getting UMG on board – albeit a year later – at least represents progress.