UMG’s extended strategic partnership with China’s leading streaming platform focuses on marketing, product innovation, and responsible AI practices in China.

A renewed deal

Universal Music Group (UMG) and NetEase Cloud Music (NCM) have renewed their licensing deal. The two companies have announced a new multi-year agreement that keeps UMG’s vast catalog on one of China’s biggest music streaming platforms. 

It’s a deal that deepens the “strategic alignment” between the two companies, designed to support sustainable long-term growth for the record label, its artists, and the streaming platform in China.

What does the deal focus on?

Distribution and licensing

At its core, the agreement ensures the continued distribution of UMG’s recorded music catalog on NCM. That includes millions of tracks, spanning UMG’s international artists and local Chinese talent, across many genres and eras.

Marketing, products, and fan experience

The renewed deal places a strong emphasis on collaboration beyond music distribution. UMG and NCM plan to work more closely on marketing campaigns and product innovation, with the goal of improving fan experience. NCM’s “premium and Super VIP” tiers are seen as focal points for how they can go about enhancing the fan experience, as they bring fans closer to the artists they love.

At the same time, the partnership aims to elevate Chinese artists internationally, while continuing to introduce global UMG acts to local audiences.

Responsible AI is key too

One of the most interesting aspects of the agreement is its focus on responsible AI practices. UMG has been vocal about protecting real artists, and this deal reinforces that message in an age where AI music tools are advancing quickly. 

As Music Ally points out, NCM has already experimented heavily with AI tools, including ‘AI singer’ technology and an AI-music platform that has reportedly been used to generate more than 40,000 songs. Perhaps, UMG’s involvement suggests a stronger focus on ensuring that artists’ rights and creativity are protected in any new AI tools.

What each company is saying

“We are delighted to elevate our partnership to a new level, engaging in deeper and closer collaboration across licensing, artist promotion, AI exploration, and cultural exchange. Looking ahead, we remain committed to strengthening our partnership with UMG, fostering greater connections between international artists and Chinese audiences, while further accelerating the global expansion and influence of Chinese artists.”

Vivian Wei, Vice President of Copyrights at NCM

“NetEase is exceptional in its ability to engage music fans and deliver innovative experiences. This new agreement deepens our strategic alignment through mutual commitment to artist-centric principles, including unwavering support for human artistry, bringing fans and artists closer together, and their ambition to further develop China’s music market.”

Jonathan Dworkin, Executive Vice President, Digital Business Development & Strategy at UMG

Why this deal matters

This renewed deal is about much more than just music distribution and licensing. It reflects how major labels and streaming platforms are reexamining their relationships across markets as AI continues to develop. Under the new deal, UMG and NCM are placing a greater focus on long-term collaboration, enhancing fan experiences, while boosting their artists’ profiles and ensuring the responsible use of AI within China.

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