China-based Tencent Music Entertainment has partnered with Apple Music. As a benefit of this partnership, record labels and artists that are part of the TME Music Cloud can now distribute their music globally through Apple Music.
Tencent said the partnership also allows music lovers to explore China's unique music culture and genres. This is expected to improve Chinese music globally and help in the international development of Chinese musicians.
This development will also help promote more high-quality Chinese music overseas.
It's unknown what exactly TME 'Music Cloud' is, but it looks like the platform will cater to budding artists who lack distribution and marketing assistance from major labels.
Over the past few years, Tencent Music Entertainment has built a platform for independent musicians to distribute their works, attract fans, organize virtual concerts, which in turn can help them generate income.
Currently, not much information is available about this partnership. Tencent is unlikely to share its expensive licensed music with Apple Music.
This is not the first time Tencent has partnered with a major online music giant. A few years ago, in 2017 Tencent had signed a stock swap agreement with Spotify but did not include content sharing.
