Chinese streaming platform NetEase Cloud Music has extended and expanded its partnership with global indie label digital rights agency Merlin. A new multi-year licensing deal will also 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", says NetEase Cloud Music VP Ding Bo, confirming the new deal. "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".
Meanwhile, the service's VP International Mathew Daniel adds: "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".
Speaking for the Merlin side of the partnership, the licensing agency's CEO Jeremy Sirota stated: "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 rightsholders and their artists' repertoire to the platform".