Secretly Distribution has acquired Babel Ops, the technology company behind music data and analytics platform Entertainment Intelligence (Ei).
The deal, announced on Wednesday (April 8), brings both companies under the ownership of the independent distributor, which says Babel Ops will continue to serve its existing client base of independent labels and music businesses.
Babel Ops was founded in 2020 by Erik Gilbert and Greg Delaney, who previously co-founded Entertainment Intelligence (Ei) in 2014.
Ei’s Enterlytics platform currently powers reporting for more than 1.2 million artists across more than 55,000 labels, according to the company.
Babel Ops builds bespoke data management, analytics and royalty processing tools for independent music companies. Its clients include Cargo Independent Distribution, Concord, Partisan Records, Reservoir Media, Secret City, MNRK and Exceleration, among others.
The firm is led by a team of 10 developers under the leadership of Gilbert and Delaney, alongside General Manager Phil Birch and Lead Developer Ryan Berry.
Two longtime Secretly database administrators, Ember Wyrdt and Reggie Provine, will join Babel Ops under the new arrangement.
“We believe independence is something you actively build and protect, not something you inherit.”
Greg Delaney and Erik Gilbert, Babel Ops
“We believe independence is something you actively build and protect, not something you inherit,” said Greg Delaney and Erik Gilbert.
“Babel Ops and Ei were created to give independent music companies the technological strength to operate, grow, and innovate on their own terms, especially as the industry consolidates.
“What drew us to Secretly is a genuinely shared ethos: a belief that independence should be supported and strengthened, not absorbed into dominant systems.”
Darius Van Arman, CEO of Secretly Distribution, framed the acquisition in the context of what he described as growing consolidation and the concentration of technology infrastructure among the industry’s largest companies.
He said: “At Secretly, we’ve long admired the team behind Babel Ops and Entertainment Intelligence, and we share their commitment to providing small and medium-sized companies with world-class analytics and other tools.
“We are proud to have these two companies as part of the Secretly ecosystem, not only so they can support our business, but also so that they can deliver world-class work for our peers and competitors.
“It’s not enough to safeguard independent routes to market; you must have access to market-leading technology that enables you to compete against the largest companies.”
Darius Van Arman
“We believe that the best way to secure our own independence is to support the independence of others.”
Writing on LinkedIn about the deal, Van Arman reiterated his stance: “With the rise of generative AI and other recent developments — such as the majors acquiring digital supply chain companies like FUGA and Revelator, and Bill Ackman’s attempt to acquire Universal Music Group — it is clear that we are moving into a new era of market concentration and algorithmic control.
“Now, more than ever, if you want to stay independent and help others stay independent, you must vigorously protect your ability to do business on your own terms, according to your own values.
“It’s not enough to safeguard independent routes to market; you must have access to market-leading technology that enables you to compete against the largest companies.”
Phil Birch, General Manager of Babel Ops, said in a press release: “Like SD, Babel Ops is built to enable independents to challenge the mainstream.
“In our case, it’s by creating technology tools that sets our clients on a level playing field with anyone in the industry when it comes to data management and analysis.”
Babel Ops has maintained a long-standing development relationship with Secretly Distribution, including building the distributor’s bespoke repertoire management system, RIOT, alongside SD Head of Digital Operations Kristian Downs.
The company also counts Cargo Independent Distribution — the UK-based distribution company launched in 2024 by Cargo Records, Secretly Distribution and Beggars Group — among its development clients.
“Working with the Babel Ops to build the [client] portal has been a really positive step,” said Jolan Bangina, Head of Operations at Cargo Independent Distribution.
“It gives our labels a far more transparent view of their physical releases through a live data feed with hourly updates, offering a level of visibility that simply hasn’t been available to labels before.”
Jackson Mercer, VP of Platform Operations at Concord, said: “Babel Ops have been a key partner in building, maintaining, and evolving two of our critical source-of-record systems during a time of rapid growth at Concord.
“We see them as an extension of our team and look forward to continuing to build great products together.”
The acquisition comes at a time of accelerating consolidation in music’s technology and distribution infrastructure.
Last week, Warner Music Group entered into a definitive agreement to acquire Revelator, the independent music platform specializing in digital distribution, rights management and analytics.
Earlier this year, Universal Music Group completed its $775 million acquisition of Downtown Music Holdings, including its FUGA distribution technology subsidiary. On Tuesday (April 7), Bill Ackman‘s Pershing Square submitted a non-binding proposal to acquire UMG in a deal valued at approximately $64 billion.
Secretly Distribution’s move to bring Babel Ops in-house represents a different approach: rather than a major label group absorbing independent infrastructure, an independent distributor is investing in technology to strengthen its own operations — and those of its competitors.
Secretly Distribution is the in-house distribution arm of the Bloomington, Indiana-headquartered Secretly Group, which also includes labels such as Jagjaguwar, Dead Oceans, Secretly Canadian, and the Numero Group.
Secretly Distribution has been on an expansion trajectory in recent months, launching an Asia-Pacific division in November 2025 and adding label partners including Jack White‘s Third Man Records and Hayley Williams‘ Post-Atlantic.
Van Arman, who also serves as Chairperson of Merlin, the digital licensing agency for independent music companies, wrote an op-ed for MBW in February exploring the challenges posed by generative AI to independent music businesses.Music Business Worldwide
Secretly Distribution, an independent music distributor, has recently acquired Babel Ops, the technology firm responsible for the music data and analytics platform Entertainment Intelligence (Ei). The acquisition, announced on April 8, aims to enhance the support provided to independent labels and music businesses, with Babel Ops continuing to serve its current clientele.
Founded in 2020 by Erik Gilbert and Greg Delaney, Babel Ops evolved from their earlier venture, Entertainment Intelligence, which was established in 2014. The Ei platform, specifically its Enterlytics tool, currently supports over 1.2 million artists from more than 55,000 labels, offering insights and analytics critical to navigating the music industry. Babel Ops specializes in creating custom data management, analytics, and royalty processing tools tailored for independent music entities. Its notable clients include Cargo Independent Distribution, Concord, and Partisan Records, among others. The firm operates with a small team of ten developers, led by Gilbert and Delaney, along with General Manager Phil Birch and Lead Developer Ryan Berry.
In sharing their vision, Delaney and Gilbert emphasized the importance of actively building and safeguarding independence in the music sector. They expressed their belief that independence should not merely be inherited but fostered, particularly as the music industry faces increasing consolidation. They were drawn to Secretly Distribution due to a shared commitment to empowering independent music companies with the necessary technology to thrive amidst industry changes.
Darius Van Arman, CEO of Secretly Distribution, framed the acquisition against the backdrop of growing consolidation within the music industry and the concentration of technology among major corporations. Van Arman emphasized that for independent companies to compete effectively, they need access to top-tier technology and analytics. He reiterated his belief that supporting the independence of others is essential to securing their own independence.
In a LinkedIn post, Van Arman highlighted the industry’s shift toward market concentration, mentioning the rise of generative AI and recent acquisitions by major labels, such as Warner Music Group’s acquisition of Revelator and Universal Music Group’s purchase of Downtown Music Holdings. He stressed the necessity for independent companies to protect their business models and values in this evolving landscape.
Phil Birch, General Manager of Babel Ops, reinforced the company’s mission to empower independent entities to compete with mainstream players. He noted that Babel Ops has long collaborated with Secretly Distribution, having previously developed a customized repertoire management system for them. This relationship has allowed Babel Ops to provide significant value to its clients, offering transparent data management and analysis tools, which enhance operational efficiencies.
Prominent figures in the industry, such as Jackson Mercer from Concord and Jolan Bangina from Cargo Independent Distribution, praised Babel Ops for its contributions to building critical systems that have improved data visibility and management for their operations, especially during periods of growth.
The acquisition comes at a crucial time as the music technology landscape is rapidly changing, with increasing consolidation among major players. In contrast to this trend, Secretly Distribution’s decision to integrate Babel Ops represents a strategic effort to bolster independent infrastructure rather than merging it into larger corporate entities.
Secretly Distribution, part of the Bloomington, Indiana-based Secretly Group, has been expanding its operations, including launching an Asia-Pacific division and onboarding new label partners like Jack White’s Third Man Records. Van Arman, who also serves as Chairperson of Merlin, has articulated the challenges that generative AI poses for independent music businesses, highlighting the need for innovative solutions and support systems.
In summary, the acquisition of Babel Ops by Secretly Distribution represents a significant move in the independent music sector, aiming to strengthen the technological capabilities of independent labels and provide them with the tools necessary to compete in a consolidating industry. The partnership reinforces a shared commitment to independence and innovation, ensuring that smaller entities have the resources they need to thrive against larger competitors.
