The UK's Association Of Independent Music has struck what they are calling a "groundbreaking" deal which will see China's largest internet service provider, SINA, launch a UK music area on its portal showcasing British artists including Stereophonics, Prodigy, Basement Jaxx, Katie Melua and The Rakes.
Music will be streamed via the service with links provided to relevant artist websites. Initially only clips will be streamed because online royalty negotiations in the Chinese market are still ongoing, but AIM hope that independent labels (or major labels for that matter) who utilise the service will gain promotional benefits in the short term, with the possibility of gaining a new stand alone revenue stream in the future.
Confirming the deal, AIM boss Alison Wenham told CMU: "We believe that this deal with SINA should create a portal in the fullest sense of the word - allowing this adventurous Chinese ISP to offer its users access to the widest range of British artists who choose to make their promos available. We want to feed this initiative, making it a strong and exciting place for Chinese music fans to hear and see clips of all kinds of British acts. The chance to put British music in front of up to 180 million people is fantastic. With the advent of the digital economy just around the corner we are very excited that UK music will find a willing and hungry audience in the burgeoning Chinese market. We thank SINA for this opportunity."
Chen Tong, Editor in Chief of SINA.com, added: "As the biggest and most comprehensive online platform among the global Chinese community in the world, SINA.com is very pleased to have reached an agreement with AIM to help spread UK music in China. I am looking forward to further cooperation with other member/affiliated music companies."
Wenham will formerly sign the new deal with SINA later this week while in Shanghai to participate in a number of events to promote both London and UK music in China.