NetEase Inc – owned interactive music streaming service provider, NetEase Cloud Music and independent’s digital music licensing partner Merlin, extended partnership in China to include access to additional marketing and promotional opportunities for Merlin members.
- Merlin is a digital rights music licensing partner for independent record labels, distributors, and other music rights holders. It accounts for over 15% of the global digital music market.
- Merlin and NetEase Cloud Music’s original agreement dates back to 2018. The extended partnership grants NetEase Cloud Music’s users access to a diverse array of music from Merlin’s global members.
- The partnership will help more Merlin members to increase their fanbase via exposure to NetEase Cloud Music’s vast and growing Chinese audience.
- Price action: NTES share prices traded lower by 0.37% at $101.17 on the last check Friday.
“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.”