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Believe renews agreements with NetEase Cloud Music and Tencent Music Entertainment

The music company Believe, headquartered in Paris, has entered into renewed agreements with the Chinese music platforms Tencent Music Entertainment (TME) and its rival NetEase Cloud Music.

In a media statement announcing the agreements, Believe says it has “been a long-term partner for both platforms from an early stage and the renewed agreements will result in wider opportunities to develop its local and international artists on the platforms”.

Tencent Music Entertainment (TME) operates music and music-centric social entertainment services with over 800 million users through mobile apps such as QQ Music, Kugou Music, Kuwo Music and WeSing.

Tencent music reached 76.2 million paying users in Q4 2021 (completed 31th December), an increase of 36.1% year-on-year.

NetEase Cloud Music, meanwhile, ended 2021 with 182.6 million MAUs, up from 180.5 million in 2020.

The service also had 28.9 million monthly paying users at the end of 20121, up from 16 million in the same period in 2020.

Believe has been operating in China since 2016, saying it was “one of the first international companies to sign distribution platforms with local platforms”. It adds that it “accelerated its investment massively [in China] in 2018, as the market matures ”.

Believe says it now represents thousands of artists and hundreds of labels locally.

The company also claims to have been one of the first companies to make daily stream statistics from TME and NetEase Cloud Music available to labels and artists.

Believe cites Chinese singer Young Captain as one of his artist services’ “key customers” and success stories in China.

The music company says he has grown his fanbase from 50,000 to 1 million on TME, with a record of 200 hit list entries on TME.

In addition, Believe says that to date, he has grown his audience from 300,000 to 2.7 million on NetEase Cloud Music since he started releasing music through Believe in May 2021, including his album Young Captain’s Music World and more singles.

“China is one of the most domestic music markets in the world, with a strong consumption of local artists, by local audiences on local platforms, which could not be more in line with Believe’s vision and core values ​​of supporting local actors in their own markets.

Sylvain Delange, Believe

Sylvain Delange, CEO, APAC at Believe, said: “We are pleased to have renewed our agreements with both TME and NetEase Cloud Music.

“China is one of the most domestic music markets in the world, with a strong consumption of local artists, by local audiences on local platforms, which could not be more in line with Believe’s vision and core values ​​of supporting local actors in their own markets.

“I’m very excited about the opportunities that these partnerships will open up for our labels and artists so that they can reach new, wider audiences, and I’m very much looking forward to expanding our business in China even more in the future.”

In December, Sylvain Delange told MBW about Believe’s strategy in the APAC region, how its recent acquisitions are accelerating growth and how the company is building relationships with local labels and artists.


Tencent entered into a partnership to distribute Believe content on mainland China in 2015.

Pursuant to this Agreement, Tencent became Believe’s exclusive Chinese partner to distribute a repertoire of over 6 million songs on its QQ Music platform and to manage the sublicenses business to local online music service providers in mainland China.

Last July, Tencent Music and and its majority owner Tencent Holdings were ordered to abandon exclusive global label deals in China, after TME was investigated in 2019 for entering into exclusive licensing agreements with the three major record companies in the area.

TME has previously entered into agreements with Universal Music, Sony Music and Warner Music, which made it possible to license the major music to its own platforms, but also to exclusively sublicense these catalogs to local rivals.

The platform’s latest licensing agreements with Universal and Warner no longer hold exclusive sublicense rights, allowing these companies to also enter into separate direct agreements with TME’s largest rival in China, NetEase Cloud Music.

NetEase inked licensing agreements with Warner Chappell Music in May 2020, UMG in August 2020 and then Sony Music Entertainment in May last year.

This week, NetEase Cloud Music sued its rival Tencent Music for allegations of ‘unfair competition’.Music business worldwide

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