Merlin has been selected by South Korean fintech giant Musicow as its strategic and creative partner for the realization of a new immersive digital product. Musicow, which entered the U.S. market in close collaboration with Jay-Z’s Roc Nation, recently launched the ‘Fandom’ project.

Musicow is a so-called ‘pre-unicorn’ that sparked a revolution in South Korea by allowing fans to invest in the copyrights of their favorite songs. Following a successful capital injection of over $160 million, the company expanded to the United States last year. This expansion was kickstarted by a strategic partnership with Roc Nation, Jay-Z’s entertainment company, which also took an equity stake in the venture.
The Amsterdam-based Merlin, a Code Boutique, was commissioned to translate a complex ecosystem into a high-end immersive digital product. To achieve this, the studio deployed its full range of expertise: from strategy and micro-branding to design, motion, and development.

The power of the niche over the network agency

Musicow chose a specialized Code Boutique; while major tech startups at this growth stage often default to the safety of a large international network agency, Musicow deliberately opted for Merlin’s niche approach. The demand for a specific, high-end final product requires a level of technical craftsmanship and aesthetic sophistication that is often harder to find at larger, generalist agencies.
"In projects like Fandom, the pragmatic financial world of royalties meets the emotional experience of music and community," says Mees Rutten of Merlin. "Major startups are increasingly seeking studios that can do more than just build; they look for those who excel in the fine details of the digital experience. Our focus on the intersection of creative technology and high-end design aligns perfectly with the international ambitions of a player like Musicow."

Digital Community

The ‘Fandom’ project serves as the digital bridge between the artist and their communities. Merlin has created an environment where artistry and community are merged in an intuitive and visually compelling way, supported by advanced motion graphics that reinforce the brand’s identity.
Through this collaboration, Merlin confirms its position as the go-to partner for international brands looking to move beyond standard interfaces. Previously, the Code Boutique has worked on projects for high-end names such as Dior, Nike, and SKKY Partners.

About Merlin

Merlin, is an Amsterdam-based Code Boutique specializing in the intersection of creative technology and high-end design. The studio works for a select group of international clients and agencies that view their digital presence as their primary identity. With a focus on craftsmanship and technical innovation, Merlin transforms complex tech and motion into highly designed digital products.