NetEase and Merlin renew their licensing agreement

 


By Emmanuel Legrand

China's music streaming service provider NetEase Cloud Music, and Merlin, the digital music licensing agency for the independent sector, have extended their strategic partnership in China to include a wider range of cooperation. Merlin and NetEase's initial agreement goes back to 2018.

  The new multi-year licensing deal will include access to additional marketing and promotional opportunities for Merlin members. NetEase Cloud Music’s users will have the ability to access an even more diverse array of music from Merlin’s members around the globe, as the agreement now includes the new catalogues represented by Merlin. 

  Merlin’s members will be able to expand the visibility of their catalogues in China by harnessing NetEase's marketing and promotional tools to tap into the service's growing audience. NetEase Cloud Music claims to have more than 800 million users.

A deepening relationship

  “Deepening our direct relationship with Merlin marks another important step in our strategy to bring high-quality music with style, character and vitality to our ever-growing user community,” said Ding Bo, Vice President of NetEase Cloud Music. “The expansive and diverse music of Merlin member labels span the global divide and increase the rich music experience we offer, which brings us closer to this goal.”    

  Jeremy Sirota, CEO of Merlin, added: “Independent music is a real focus across the world, including in China, and Merlin is thrilled to renew its partnership with NetEase Cloud Music and bring the largest number of independent labels, distributors and other rights-holders and their artists’ repertoire to the platform.”