Believe renews agreements with NetEase Cloud Music and Tencent Music Entertainment

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Paris-based music company Believe has signed new deals with Chinese music platforms Tencent Music Entertainment (TME) and rival NetEase Cloud Music.

In a press release announcing the deals, Believe said it “has been a long-term partner of both platforms since the early stages and the renewed deals will mean broader opportunities to develop its local and international artists on platforms”.

Tencent Music Entertainment (TME) operates music-centric music and 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 the fourth quarter of 2021 (end The 31st of December), up 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, compared to 16 million for the same period of 2020.

Believe has been operating in China since 2016 and claims to have been “one of the first international companies to sign distribution deals with local platforms”. She adds that she has “massively accelerated her investments [in China] in 2018 as the market matured”.

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

The company further claims to have become one of the first companies to make daily streaming statistics from TME and NetEase Cloud Music available to labels and artists.

Believe cites Chinese singer Young Captain as one of its “key clients” for its artist services and among the success stories in China.

The music company claims he grew his fan base from 50,000 to 1 million on TME, with a record 200 chart entries on TME.

Additionally, Believe says it has grown its audience from 300,000 to 2.7 million on NetEase Cloud Music to date since it started releasing music through Believe in May 2021, including its album The musical world of the young captain and several bachelors.

“China is one of the most national music markets in the world, with a strong consumption of local artists, by local audiences on local platforms, which couldn’t be more in line with the vision and core values ​​of Believe to support local artists in their own markets.

Sylvain Delange, Believe

Sylvain Delange, General Manager, APAC at Believe, said, “We are delighted to have renewed our agreements with TME and NetEase Cloud Music.

“China is one of the most national music markets in the world, with a strong consumption of local artists, by local audiences on local platforms, which couldn’t be more in line with the vision and core values ​​of Believe to support local artists in their own markets.

“I’m very excited about the opportunities these partnerships will unlock for our labels and artists, allowing them to reach new and wider audiences, and I look forward to growing our business in China even further in the future. .”

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


Tencent signed a partnership to distribute Believe content in mainland China in 2015.

Under this agreement, Tencent became the exclusive Chinese partner of Believe to distribute a directory of more than 6 million songs on its QQ Music platform and manage the sublicensing of a local online music service suppliers in mainland China.

In July last year, Tencent Music and its majority owner Tencent Holdings were ordered to drop exclusive deals with global labels in China after TME came under investigation in 2019 for having entered into exclusive licensing agreements with the territory’s three major record companies.

TME had previously entered into agreements with Universal Music, Sony Music and Warner Music that allowed it to license music from the majors for its own platforms, but also to exclusively sub-license these catalogs to local competitors.

The platform’s latest licensing deals with Universal and Warner no longer have exclusive sub-licensing rights, allowing those companies to also enter into separate direct deals with TME’s biggest rival in China, NetEase Cloud Music.

NetEase signed licensing deals 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 rival Tencent Music over allegations of “unfair competition.”The music industry around the world

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