Merlin Joins the Music Fights Fraud Alliance, Combating Streaming Fraud

Over the years, Merlin has been vocal about advocating for a more ethical landscape in the music industry. In December 2024, the indie collective published an article outlining its position on AI, campaigning for legitimate AI training and combating the “idea” that training AI models on artists’ work should be considered “fair use.”

Now, Merlin is addressing the topic of streaming fraud. On May 1st, 2025, the company announced that it was joining the Music Fights Fraud Alliance (MFFA), an organisation aimed at “eradicating streaming fraud.” MFFA’s mission is to “ensure that the global music streaming market is fair and that all members actively contribute to solutions intended to balance the equity of its operations.”

To support its objectives, the “global task force” is partnering with the National Cyber-Forensics and Training Alliance (NCFTA), which focuses on identifying, mitigating, and neutralizing cybercrime threats. Through this collaboration, MFFA supports and manages a shared database of identified fraud markers, which enables all members, including Merlin, to “track, investigate, and respond to fraudulent activity in real time." Other members include Spotify, Amazon Music, Believe, SoundCloud, and more.

Commenting on the MFFA membership, Jeremy Sirota, CEO of Merlin, stated: “Illegitimate activity siphons revenue away from genuine artists and undermines trust across the entire ecosystem. We believe that protecting the value of music is rooted in collaboration, accountability, and transparency. Since the MFFA’s founding, Merlin has championed its work to our members. By joining the MFFA, we can help to better defend the rights of genuine artists and build a more ethical digital marketplace.”

“We’re thrilled to welcome Merlin to the Music Fights Fraud Alliance. Merlin’s proactive stance, sophisticated internal processes, and leadership on content integrity make them a powerful voice in the fight against illegitimate activity. Their involvement will strengthen our collective global efforts to create a more fair, transparent, and accountable streaming economy,” responded Michael Lewan, Executive Director of MFFA.

Streaming fraud has become a significant issue in the music industry, prompting numerous music companies, particularly streaming platforms, to adopt various measures to combat it. In 2024, Spotify made headlines with its zero-tolerance policy on artificial streaming, which states that any suspicious activity that inflates an artist's streams can lead to penalties. However, this raises another problem—what about activities that occur unintentionally and are beyond the artist's control, such as having your song featured on fake playlists or having your account hacked and then involved in fraudulent activity?

Reportedly, the number of cases in which an artist is considered guilty of engaging in artificial streaming, despite not being responsible for it, has been rising in recent years. Currently, there are no proper or official methods to address such situations in a way that would help rather than harm the artist. Many industry insiders—including musicians—urge the companies in charge to take these situations into consideration and develop measures that would support musicians who are simply trying to make a living from their music. Could this be another subject for discussion for the Music Fights Fraud Alliance?