Benzinga | Mar 26, 2021 09:21AM EDT

NetEase Cloud Music Says Co, Merlin Extend Strategic Partnership In China To Include A Wider Range Of Operation

NetEase Cloud Music, a leading interactive music streaming service provider in China, and Merlin, the independent's digital music licensing partner, today announced that they have extended their strategic partnership in China to include a wider range of cooperation. The multi-year licensing deal will include access to additional marketing and promotional opportunities for Merlin members.

"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."

Merlin navigates the music ecosystem by striking premium deals with digital services that enable its members to better control their future. For digital services, Merlin provides the ability to efficiently license the world's most valuable independent music. Accounting for more than 15% of the global digital music market, Merlin members represent tens of thousands of labels and hundreds of thousands of artists from every country in the world.

With a rich and proven ability in copyright management and operating capabilities for international artists, NetEase Cloud Music has become the go-to platform for both international music lovers and artists in China. In addition, NetEase Cloud Music is one of the most "social" streaming music services in the world with users actively engaged in reviewing, commenting and sharing music via playlists and other means, which enables music influencers to spread music rapidly and exponentially.

"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," said Jeremy Sirota, CEO of Merlin. "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."

"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," said Mathew Daniel, Vice President, International at NetEase Cloud Music.

Merlin and NetEase Cloud Music's original agreement was established in 2018. The extended partnership grants NetEase Cloud Music's users access to an even more diverse array of music from Merlin's members around the globe. By the same token, 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 Armada Music, an independent internationally-awarded record company founded by a.o. Dutch DJ Armin van Buuren, with a roster including dance-music heavy-hitters such as Loud Luxury, Andrew Rayel and Arty; global music distribution service CD Baby; FUGA, the industry-leading music distribution company for international rights holders; and Mushroom Labels.