He served as Merlin’s Chief Executive Officer (CEO) from 2020 through 2025. Merlin is the virtual fourth major for the world’s leading independent labels and distributors, representing 15% of the global market share. Merlin helps its members to own their independence by striking premium music deals with services like Apple, Meta, Spotify, and YouTube. Sirota’s role at Merlin weaved together his lifelong passions for music and technology. During his tenure, he grew the company’s international reach (144 new members from 41 countries), expanded its digital partnerships (Apple, Canva, ElevenLabs, Peloton, Snap, Twitch), and built more meaningful relationships between Merlin’s digital partners and its membership.

Prior to Merlin, he was an early hire on Meta’s music team, where he led efforts to license recorded music rights from independent record labels and distributors around the world, enabling innovative social music features across Facebook, Instagram, Oculus and Messenger. Prior to Facebook, Sirota held a number of senior positions at Warner Music Group (WMG). His tenure culminated in his appointment as SVP and Head of Business & Legal Affairs for Warner-Elektra-Atlantic (WEA), Warner’s artist and label services division, and Alternative Distribution Alliance (ADA), Warner’s indie distribution arm.

In his role at ADA, Sirota helped deliver some of the largest distribution deals in the company’s history and built longstanding relationships throughout the global independent music sector – working directly with ADA’s roster of hundreds of label partners.

A vocal advocate of emerging technologies and independent music, Sirota’s remit also included growing and supporting Asylum Records and helping to establish Level Music, WMG’s platform for self-releasing artists.

Jeremy started his career as an Associate at Morrison Foerster in their Technology Transactions Group. Sirota is on the Advisory Board of a stealth AI startup, serves on the Board of Directors at his daughter’s fencing club, and is a member of the Recording Academy and YPO. In his role in music, he was eleven times recognized by Billboard on the Power 100 List (2023–2025), International Power Players (2021–2023), and Indie Power Players (2020–2025).