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Tencent Music Entertainment Group with Merlin have renewed their multi-year licensing and cooperation agreement

Tencent Music Entertainment Group, the leading online music entertainment platform in China, and Merlin, the global digital rights agency for the world’s independent labels, have renewed their multi-year licensing and cooperation agreement. According to the announcement, as part of the renewal, TME and Merlin will “deepen their longstanding strategic partnership, explore ways to drive the creation of music value, and enhance the music experience for TME’s users.”

JOOX claims to be the largest music streaming platform in Hong Kong, Malaysia, Indonesia, Thailand and Myanmar.

The platform attracts advertising from major consumer brands such as Coca-Cola, P&G, Unilever, and regional brands such as e-commerce platform Shopee and Southeast Asian “super app” Grab.

Merlin says that the deal will also facilitate its members’ access to marketing and promotional activities on the JOOX service.

Whereas the various streaming platforms owned by the Tencent Music Entertainment business – like QQ Music, Kugou, Kuwo and WeSing – operate within the Chinese web giant’s home market, its Joox service is available in Hong Kong, Indonesia, Macau, Malaysia, Myanmar, Thailand and South Africa.

Tencent

Joox’s library currently boasts north of 30 million songs, according to the announcement message, and the agreement will also afford Merlin’s members “access to marketing and promotional activities” on the six-year-old service. The contract’s financial terms weren’t disclosed in the release, though it bears mentioning here that Joox is continuing to expand throughout Asia and into different continents, having arrived in South Africa back in 2017.

Merlin now has deals with over 30 digital services, including Apple, AWA, Boomplay, Deezer, Facebook/Instagram, JioSaavn, KKBox, Pandora, Snap, SoundCloud, Spotify, Tencent, TikTok, Triller, Yandex, and YouTube Music, and says that it “is in conversations with dozens more”.

“We are excited to renew our agreement with Tencent and expand our strategic partnership, including the extension of our deal into the dynamic WeSing service. Merlin’s members represent the most iconic and diverse repertoire in the world,” said Jeremy Sirota, CEO of Merlin. “We look forward to continuing to support our members in engaging their fans and finding new listeners for the music that resonates with them.”

Meanwhile, Merlin CEO Jeremy Sirota adds: “In every deal we strike, Merlin strives for the absolute best – not only for our members, but for each of our digital partners. Our agreement with Joox is one that expands access for our members across new markets while also driving value back to Joox. We’re truly pleased to explore new ideas and features with them in order to help Merlin members make the most of this exciting music platform”.

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