Grooveshark Inks Agreements With Merge, Ultra Records

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It’s not Universal Music Group, but Grooveshark has just inked agreements with both Merge and Ultra Records.

Merge counts Arcade Fire among its ranks, and the Ultra roster includes deadmau5.  That comes just a few months after a momentous deal involving indie stalwart Merlin.  “Grooveshark has been an exciting new partner for Ultra,” explained Eliott Walker, senior director of Digital Development & Distribution at Ultra.  “We worked together on a successful promotion for our last deadmau5 release and the artist dashboard that they provide has given us some great insight into what’s reacting with our fans.”

Actually, Grooveshark has been doing some promos for UMG artists as well, though it doesn’t seem to be doing the same trick.  But majors are notorious for their disconnected divisions, and corporate lawyers are probably not talking to sublabel marketers.

But label marketers, managers, indie label owners, and other trench-level executives are seeing the value.  Of course, Grooveshark has absolutely insane traffic levels, though apparently their analytics are also quite good.  “Grooveshark is an exciting and versatile new service for us, providing quality tools for reaching new markets of online music fans,” said Wilson Fuller, Digital Assets Manager at Merge Records.  “Their experience and partnership is already valued as a burgeoning, integral part of our online strategy.”