Chinese digital music platforms are gaining more and more attention from music entertainment firms in other countries. On February 27th, leading Chinese digital music platform NetEase Cloud Music and Japan’s biggest music entertainment firm Avex Group Holdings Inc. announced the signing of an agreement forming a strategic partnership that grants the Chinese platform an exclusive license in mainland China to the copyright of all the songs in the Japanese firm’s massive portfolio.
Many of Japan’s leading artists can be found in the portfolio including Ayumi Hamasaki, Every Little Thing, Koda Kumi, Ai Otsuka, AAA and the Wagakki Band. The entire music collection in the portfolio is already available on the NetEase Cloud Music platform for any Chinese user who would like to give some of the tunes a listen.
Chinese music industry insiders said that after years of talks between the two countries’ many firms involved in the music trade going nowhere, this “breakthrough” agreement between NetEase and Avex could mark the beginning of a new era for the sector and a harbinger for similar agreements, not only with other Japanese entertainment firms, but also with owners of large music portfolios in other countries, creating an environment where music, whether from Japan or elsewhere, enjoys the same legal protections in China as it does in the rest of the developed world.