China-based music streaming service NetEase Cloud Music and Merlin, the global digital rights agency for the world’s independent label sector, have extended their strategic partnership in China.
The multi-year licensing deal will include access to additional marketing and promotional opportunities for Merlin members.
This new agreement follows Merlin’s renewal of its multi-year licensing deal with NetEase rival Tencent Music Entertainment in November 2020.
Merlin and NetEase Cloud Music’s original agreement was established in 2018.
The extended partnership grants NetEase Cloud Music access to more music from Merlin’s members around the world.
According to a media statement, the expanded partnership provides “more of Merlin’s members with the ability to increase their fanbase through their exposure to NetEase Cloud Music’s vast and growing audience in China”.
This includes Merlin members who have made their music available within the NetEase music ecosystem over the past three years, such as indie record company Armada Music (founded by Dutch DJ Armin van Buuren), global music distribution service CD Baby, music distribution company FUGA and Mushroom Labels.
“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.”
Ding Bo, NetEase Cloud Music
“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.”
“Independent music is a real focus across the world, including in China, and Merlin is thrilled to renew its partnership with NetEase Cloud Music.”
Jeremy Sirota, Merlin
Jeremy Sirota, CEO of Merlin, added: “We’re always excited to work with partners who are eager to educate our members on how to use their platform, how to engage and build fanbases, and ultimately drive better activations around artists. NetEase has been a fantastic partner on these opportunities.
“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.”
“Merlin’s efforts to make a variety of independent music easily accessible has increased independent artists’ exposure to create a more vibrant market.”
Mathew Daniel, NetEase Cloud Music
Mathew Daniel, Vice President, International at NetEase Cloud Music, said: “NetEase Cloud Music users are one of the largest consumers of international music in China.
“Merlin’s efforts to make a variety of independent music easily accessible has increased independent artists’ exposure to create a more vibrant market.
“It has been a mutually beneficial partnership and we look forward to providing Merlin’s member artists further opportunities to reach even more fans.”Music Business Worldwide