Universal Music has entered into a strategic alliance with Chinese interactive gaming firm Shanda Interactive Entertainment which will see the major's Chinese-language catalogue made available online. It is Universal's first digital music venture in China, and the first time Shanda have moved into the music space.
The deal means Shanda will offer Universal's tracks to an audience of millions across China. The music will initially be delivered in a streaming-only format when the service is launched in Jun, although a download service is expected to follow.
Announcing the new partnership, Harry Hui, president of Universal Music
South East Asia, told reporters: "With the consumption of music heading towards the digital, mobile and personal, we're making sure that music plays an active part of all the exciting experiences for Chinese youths today. Shanda, as the most successful interactive entertainment platform in China, makes an ideal partner for us."
The other majors are sure to be watching the Universal / Shanda partnership closely, with the music industry increasingly enthusiastic about the future potential of the Chinese market