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Merlin and Tencent-Owned Streaming Service Joox strategic partnership in a formal release

  2021-04-23 15:39:44
Merlin and Joox, which operates in Asian markets including Indonesia, Malaysia, and Thailand, unveiled their licensing deal and strategic partnership in a formal release today. Under the deal, tracks from the indie-music mainstay Merlin will become available to users on Joox’s ad-supported and premium tiers, in addition to the platform’s karaoke option.

Global indie label digital rights agency Merlin has announced a deal with Joox, the Tencent-owned streaming service that operates in various Asian markets as well as South Africa. The licensing outfit says the new deal will “drive new value for Merlin members, including access to new audiences, while offering a richer music experience for Joox users”.

TC Pan, Group Vice President of Content Cooperation of TME said, “Merlin has the world’s top musicians with a strong appeal among Chinese music fans. This collaboration not only creates a ‘music express’ for Chinese lovers of global music, but also enriches the overseas music library of online karaoke for users, to meet the demand for an international singing music and entertainment experience. TME’s strong advantages in music digital transformation, user operation, and big data management will combine with Merlin’s high-quality music content to explore the organic integration of overseas music with the Chinese digital music market.”


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”.

Merlin also says that 81 new members joined from countries in 2020, including first-time members from Burkina Faso, Ghana, Peru, Singapore, Slovakia, and the United Arab Emirates.

But this Joox-Merlin deal serves as a reminder of the broader expansion that’s occurring throughout the continent – and of Tencent’s prominent market position, as the owner and operator of Joox as well as mainland China’s QQ Music, Kugou Music, and Kuwo Music streaming services.

Confirming the deal, Joox SVP Poshu Yeung says: “Joox always strives to bring users a wide range of music entertainment content from around the globe in different languages and genres, catering to music lovers’ various tastes. We are THRILLED about our strategic collaboration with Merlin as it reinforces this goal by unlocking abundant content from hundreds of thousands of artists via Merlin’s membership for our users”.

Merlin members account for more than 15% of the global digital music market, representing tens of thousands of labels and hundreds of thousands of artists, with artists from virtually every country in the world. It has deals with over 30 digital partners, including Boomplay, Deezer, Facebook/Instagram, JioSaavn, KKBox, Pandora, Snap, SoundCloud, Spotify, TikTok, Triller, UMA, Yandex and YouTube Music.

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