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Merlin announces licensing deal with Kuaishou

By | Published on Tuesday 25 October 2022


Indie label repping Merlin has announced a licensing deal with Chinese TikTok competitor Kuaishou. Under the deal, music from Merlin member labels and distributors will become available across Kuaishou’s apps.

The two companies say that, as a result of the new partnership, “Merlin will grow its global reach and presence in regions across Latin America, Southeastern Asia, and Middle East/North Africa”, while Kuaishou will expand its “catalogue offering to its worldwide audience”.

Kuaishou operates under the brand Kwai in Latin America, the Middle East and North Africa, and as SnackVideo in South and Southeast Asia.

Says Kuaishou’s Head Of Overseas Compliance, Communications And Partnership, Calvin Liu: “The deal with Merlin will provide hundreds of millions of our users with an incredibly wide range of independent music, making their experience even better”.

Meanwhile Merlin boss Jeremy Sirota adds: “Merlin’s member repertoire is one of the most iconic and diverse in the world, and we are delighted to bring this vibrant and expansive catalogue to the services of Kuaishou”.

“Independents are the leaders in the social music space”, he goes on, “and we look forward to supporting our members in finding new ways to engage longtime listeners as well as find new fans across this platform”.

Warner’s music publishing division Warner Chappell also recently announced an alliance with Kuaishou, a year on from the Warner record company confirming it had a deal in place with the video-sharing app.