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Exclusive Q&A with Paul Sampson, CEO of Lickd

Published

3 years ago

May 31, 2023

Reading Time: 5 minutes

One quick thing that came to mind after conducting the interview was: this man knows the industry. So Ladies and Gentlemen, meet Paul Sampson, CEO of Lickd.

For starterrs, Lickd is a micro-licensing and music solutions company that caters to the creator economy. If that sounds obscure, jump straight to the interview, where Paul Simpson talks in simple terms about Lickd and the present and future of the online music industry.

Q. Let’s start with a brief personal profile. Tell us about your background and career?

A. I’ve been working in music licensing since 2005. I’ve worked specifically with stock music, commercial music, and more recently, exploring ways of strengthening the creator economy.

For around five years, straight out of university, I worked in television at a small production company, climbing through the ranks. Throughout this time, I encountered the difficulties of licensing music several times, and so began to take an interest in understanding the nuances and problems that needed solving.

I’d gotten to know several renowned music licensing companies, and in 2005, one of them, Extreme Music, offered me a job in New York and with that, I followed my passion and began my career jump into the music industry. Within about two and a half years in the role, they relocated me out to Los Angeles as the Head of US.

In 2010, a new role brought me back to Europe and I was a key figure in launching the European arm of another U.S. music licensing company. This time, it was not just stock music, but a focus on more commercial music, and unsigned independent acts.

After this, I knew it was time to start acting on the music opportunities that were becoming more prevalent with the boom of the creator economy, and so following that channel, Lickd was born in 2017.

Q. Now let’s move on to Lickd. What led you to found Lickd?

A. Two words led me to found Lickd: Creator Economy. As social media became more prevalent in everyday life in the late 2000’s, the opportunities for music and creators were plentiful and so Lickd was born. A few years later, as the effects on the media landscape following the pandemic have increased the creator economy twofold, we see even more opportunities to continue to seize the moment, and the market.

Lickd is the first music company to ever develop a major music solution for content creators of all kinds. We licence music from major labels and publishers, including current music that’s in the charts and make it available for licensing, legally. Our unique software protects our users on the platform that they place music on, for example, YouTube and Instagram. Platforms like YouTube have built in music recognition software that identifies popular music being used in content, and presumes that all music uses are some sort of infringement of copyright, therefore, persecuting the creator and attempting to police them out of earning revenue.

Lickd’s software is really the magic solution that the platform sits on top of to ensure that not only can creators licence the music but that they’re taken care of and we’re protecting their revenue all the way through to the end of the content journey.

Q. What is Lickd’s specialty?

A. What sets us apart is that we are unique in our offering. We’re working with 10,000+ labels and publishers that are linked to the Lickd platform, including Universal, Warner, Sony, BMG and Kobalt. To engage labels and publishers like that and to preclear their music for any content vertical is something that was once largely thought impossible, but Lickd has made it happen and is helping to secure new revenue streams for creators globally.

Q. Could you talk about your work with key gaming powerhouses?

A. Gaming is obviously an enormous industry, bigger than music and film combined. Any content vertical with that sort of reach has a huge platform, a huge audience to work with and promote music too.

In terms of how Lickd got together with Fortnite and Epic Games; essentially music became part of their engagement strategy, and they started paying more attention to it. Senior teams were asking key questions like: ‘how can we work with artists’ and ‘what sort of artist does our audience want to hear within a game’?

With this comes complexities around licensing and demographics. Gamers who are also content creators often live stream their content or create highlights videos for YouTube. At Lickd, we already know that in-video music on YouTube is an issue and so we collaborate with Fortnite to bridge that gap so that gamers can enjoy the wonderful events that are put on for them, while also being able to then promote and share that content in the ways that they normally would.

Whether this is for ancillary income or additional income on top of a salary, if content creation is a full-time job, Lickd protects creators on those platforms, to enable a more effective creation and lifecycle process for the content they’re publishing.

Q. Could you briefly narrate the content deals you have with music companies and bands?

A. Over the past five years we’ve built a platform that is made up of popular music from 10,000 labels and publishers, including Universal, Warner, Sony BMG and Kobalt. We also work with lots of independent distributors. There’s around 1.4 million songs on Lickd, and another 6 million delivered and waiting to go live. The vast majority of them would be emerging acts and we certainly do our best to help and encourage discovery on the platform.

Q. In what ways does Lickd help creators to monetise their content?

A. I think it’s important to outline that wherever there is opportunity for the music industry online, it will require some sort of micro licensing commercial model, and some sort of proprietary tech, either to enable the licensing or to protect the end user.

That’s where Lickd is perfectly positioned. Our mission is to democratise music for the world’s creators. Our first product looked at creators as video content creators, but as the world changes and the digital landscape evolves, creators will also include builders in the metaverse and big brands on social platforms.

Q. How do you see the possibility of an AI text-to-background-music generator?

A. There’s various ways that AI will impact music. It’s something we’re following closely and it would be foolish for anyone to suggest that any part of the music industry isn’t already seeing some element of business being affected directly by AI. So far we’ve seen AI generated songs, well known songs of one artist being sung in the AI voice of another, and the fact that chords and melodies can be created by simply inputting into an AI, and we’re always expecting more.

The uptake of AI in music creation won’t be instant, but at some point, creators will become of faith with smart tools that allow them to generate music through these new means for use in videos. Although, once created, that music will still need to be licensed, and there will be commercial models that give users access to the tools and/or licensing opportunities for the music created by said tool.

In the metaverse, there will be music collaboration spaces and music production event areas or venues. Generative AI is useful for creating ‘music stems’, and building a sort of catalogue of music elements that can then be used by people collaboratively to start making an entire song – something that was not happening in the past.

An AI can continuously keep churning out new beats and new melodies and new riffs and new instrumental sounds, and people will get together to create music on the fly, and that will require AI generative tools at some scale. I think you’ll see things like musical skins, where Avatars might want their own soundtrack or music identifier. How do I know someone entered the room? Well, I just heard their music handle to signify they’re here. Like boxers have ring walks, there’ll be a version of that somewhere in the metaverse.

We know that there are music metaverses and venues, and metaverse platforms based around music creation already, and there are others on the way. A good example of this is Pixelynx, Deadmau5’s music based metaverse platform. He founded the platform, one that was completely based around the music, but then was acquired by Animoca Brands, a brand with a broad portfolio of web3, blockchain and traditional games, which is a huge web3 holding company, so from launch to exit, Deadmau5 did very well out of the partnership.

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Finland Finalises Gambling Reform Framework: Market Opening Set for 2027

Published

10 hours ago

December 8, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

Finland is preparing to usher in a new era for its gambling industry, with a comprehensive reform that transitions the country from a state monopoly to a regulated, licensed market. According to updates received by Nordic Legal, the Administrative Committee of the Finnish Parliament has completed its report, confirming the core elements of the reform. While the legislation has yet to be formally published, it is expected to pass without further amendments.

This reform marks a significant shift in Finland’s gambling landscape and introduces a well-defined roadmap that operators and suppliers should begin preparing for now.

Key Milestones in Finland’s Gambling Market Reform

B2C licence application opens: March 1, 2026
Opening of the gambling market: July 1, 2027
B2B licence application opens: July 1, 2027
B2B licence requirement enforced: July 1, 2028

In addition to these regulatory changes, the Finnish government is reportedly exploring mechanisms for enhanced player protection. One such initiative under consideration is the introduction of loss limits that would apply across all licensed operators, signalling a strong commitment to responsible gambling.

Nordic Legal: Your Strategic Partner for Finnish Market Entry

With deep expertise in the Nordic gambling sector, Nordic Legal is uniquely positioned to assist operators navigating the Finnish licensing process. Drawing on experience in Denmark and Sweden, the firm brings regulatory insight, a streamlined methodology, and local expertise to ensure clients are well-prepared for this market transformation.

Why Choose Nordic Legal?

1. Familiarity with Your Business
For existing clients operating in Denmark or Sweden, Nordic Legal leverages its existing understanding of your organisation and technical infrastructure. This continuity accelerates the process and avoids duplication of effort.

2. Regulatory Expertise
Years of engagement with Danish and Swedish regulators allow Nordic Legal to anticipate regulatory expectations, resolve potential issues early, and smooth out the application journey.

3. Proven Nordic Methodology
Nordic Legal applies a tested framework to each licence application, including:

Reusing existing documentation where possible
Mapping technical and certification requirements in advance
Aligning responsible gambling strategies with Finnish standards
Co-managing projects through your current contact and our Helsinki team
Constructive engagement with regulatory authorities when needed

Finland Licence Application Package

To support a seamless entry into the Finnish market, Nordic Legal offers a comprehensive application service that includes:

Translation of all required documents
Step-by-step application guidance
Completion of application forms
Full project management
Direct communication with the Finnish Gambling Authority on your behalf

Operators aiming to enter the Finnish market are encouraged to begin preparations early. Nordic Legal’s package ensures that you will be ready when the application process opens in 2026.

Thinking of Entering the Finnish Market?

Whether Finland is part of your expansion strategy or you need a clearer understanding of how the new legislation affects your operations, Nordic Legal is ready to help. With expert knowledge of the requirements, the process, and the business context, we provide the guidance and support you need to move forward confidently.

For more information about our Licence Application Package or a personalised assessment of the Finnish market, please contact Nordic Legal directly.

The post Finland Finalises Gambling Reform Framework: Market Opening Set for 2027 appeared first on European Gaming Industry News.

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Kaizen Foundation partners with Ashoka to empower future social entrepreneurs

Published

18 hours ago

December 8, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

Kaizen Foundation, the Social Purpose Foundation funded exclusively by Kaizen Gaming, is partnering with Ashoka, one of the world’s leading organisations dedicated to social entrepreneurship, to support the next generation of social innovators and changemakers. Through this collaboration, the Kaizen Foundation will contribute to Ashoka’s global work and fund two outstanding new Ashoka Fellows – one in Portugal and one in Romania.

For more than 40 years, Ashoka has built and nurtured the largest network of social entrepreneurs in the world, with each Fellow committed to driving innovation and creating meaningful, long-term change. Addressing challenges such as poverty, access to healthcare and the development of inclusive public services, Ashoka fosters changemaking ecosystems through partnerships across education, civil society and business. Its youth initiatives promote empathy, co-creation and problem-solving as core skills to achieve system-level change.

Recent Fellows in Romania include Dorica Dan, who revolutionizes the field of care for rare disease patients, influencing national legislation to improve diagnosis and access to therapies. In Portugal, Celmira Macedo tackles barriers to education and health literacy and supports students with special needs, reaching over 100,000 people in 76 Portuguese cities.

Once identified and selected for Ashoka’s Global Fellowship, the two new entrepreneurs will be fully funded by the Kaizen Foundation and will join a vibrant global community of Fellows across 95 countries. In addition to supporting Ashoka’s backbone operations, the Kaizen Foundation will also support the Ashoka Fellowship offering for all current Fellows – a programme designed to sustain and strengthen the global, national and regional infrastructure that helps Fellows thrive, scale their impact and collaborate across borders.

Panos Konstantopoulos, President of the Kaizen Foundation, noted: “Real impact begins with people – those who dare to imagine better futures and work tirelessly to build them. Ashoka has created one of the strongest communities of changemakers worldwide. Supporting new Fellows in Portugal and Romania allows us to stand behind individuals who are addressing critical social challenges with courage and creativity. We’re honoured to help strengthen the communities they serve.”

David Bonbright, Member of the Global Leadership Group at Ashoka, commented: “We are delighted to welcome the Kaizen Foundation into Ashoka’s global community of partners. Their strong focus on innovation, technology and long-term social impact makes them a natural ally in our effort to build a world where everyone can be a changemaker. With their support, we will be able to identify and back outstanding entrepreneurs in Portugal and Romania, while also strengthening the support system that enables all our Fellows to collaborate, learn from one another and scale their impact.”

The post Kaizen Foundation partners with Ashoka to empower future social entrepreneurs appeared first on European Gaming Industry News.

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WEC25 in Kuala Lumpur Marks the Most Diverse MLBB Competition to Date

Published

19 hours ago

December 8, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

World Esports Championship (WEC25), which took place from 3–7 December in the heart of Kuala Lumpur, brings together the most diverse Mobile Legends: Bang Bang (MLBB) competition in the event’s history. This year’s edition stands as a major milestone for both IESF and MOONTON Games, strengthening MLBB’s position as a global esports phenomenon and a flagship title of the World Esports Championship.

The MLBB Open Tournament delivered an exceptional showcase of high-level competition, strategy, and international talent. Teams from around the world battled through a demanding series of matches, leading to a dominant 3–0 victory by Malaysia over Cambodia in the Grand Final. With this triumph, Malaysia secured its status as back-to-back WEC champions, reaffirming its position as one of the strongest MLBB nations in the world.

This year also marked a historic moment for the region, as Türkiye claimed third place, becoming the first European nation to win a medal in MLBB at the World Esports Championship.

The Grand Final was officially opened by distinguished guests: YAB Dato’ Seri Dr. Ahmad Zahid bin Hamidi, Deputy Prime Minister of Malaysia; YB Tuan Adam Adli bin Abd Halim, Deputy Minister of Youth and Sports; Mr. Vlad Marinescu, President of the International Esports Federation; and Mr. Muhammad Naim Al Amin, President of the Malaysia Esports Federation. Their presence underscored the national and international significance of this year’s competition. Their presence underscored the national and international significance of this year’s competition.

MLBB Tournament Medalists: Gold: Malaysia Silver: Cambodia Bronze: Turkiye

Indonesia Dominates MLBB Women’s Tournament with Back-to-Back Victory

The MLBB Women’s Tournament at WEC25 delivered another thrilling showcase of elite competition. Indonesia reaffirmed its dominance by claiming the championship for the second consecutive year, remaining undefeated throughout the tournament and demonstrating unmatched skill and teamwork.

The grand final pitted Indonesia against Cambodia, a remarkable team that had battled its way up from the lower bracket, seizing every opportunity to reach the final. Despite Cambodia’s impressive run and relentless efforts, Indonesia maintained its winning streak, solidifying their reputation as the powerhouse of women’s MLBB esports.

MLBB Women’s Tournament Medalists: Gold: Indonesia Silver: Cambodia Bronze: Egypt

The continued success of MLBB at the World Esports Championship reflects the strong partnership between IESF and MOONTON Games.

“WEC25 has set a new milestone for MLBB and for esports as a whole. Seeing teams from around the world compete at the highest level and witnessing Indonesia’s incredible back-to-back Women’s championship reminds us why we are committed to growing this community. Together with MOONTON Games, we are proud to bring fans and athletes an unforgettable experience and to continue expanding MLBB’s global presence,” said Igor Nedeski, IESF Esports Manager.

Ray Ng, Head of Ecosystem at MOONTON Games, added: “WEC25 represents something we have been building toward for years; the moment MLBB becomes a sport where representing your country matters as much as winning. This is what a mature, premier esports ecosystem looks like: diverse talent from across the globe, united by a shared stage where every match carries the weight of national pride. That is the future we are building at MOONTON Games, one where esports creates heroes who inspire nations.”

Together, we remain committed to providing more opportunities for athletes, expanding the reach of MLBB globally, and creating unforgettable moments for fans and players alike. WEC25 sets a new benchmark for excellence and inclusivity, and the partnership between IESF and MOONTON Games will continue to drive the growth of MLBB on the international stage.

The post WEC25 in Kuala Lumpur Marks the Most Diverse MLBB Competition to Date appeared first on European Gaming Industry News.