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Timothy Xu, former CEO of Sony Music in Greater China, joins Taihe Music Group With Xu’s help, Taihe Music Group would continue exploring the content-oriented strategy and taping the potentials in this market.

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Timothy Xu, former CEO and chairman of Sony Music Entertainment in Greater China, has been appointed as the CEO and president by Chinese music label Taihe Music Group (TME). In his role at TME, Xu would be devoted to the group’s operation and development, and to help its chairman Shimu Qian implement the stragety.

According to public docs, Xu has worked in Chinese music industry for nearly 30 years. From 2012 to 2016, Xu served as the chairman and CEO of SME in Greater China, running its business in mainland China, Hongkong, Taiwan and Vietnam. In particular, he is the only Chinese person who has taken charged of the Big 3.

On the other hand, Taihe Music Group is one of the largest music providers in China, and with the merger with Baidu Music in 2015, the new integration now reaches more than 500 million users through its various services such as streaming music platform Baidu Music, podcast product Lavaradio, ticketing service ShowStart and online fans cumminity Owhat.

In the statement, Shimu Qian said that TMG is delighted to work with Timothy Xu. “ As the overall Chinese music market rebounds, music companies now are facing multiple opportinunities. Taihe Music Group has a rich content pool and product line, also a complete industrial chain. We believe that TMG will boost a leapfrog development with Xu’s help from his take on international vision, professional capabilities and mature operating experience.”

Xu’s career in music business has begun at China National Publications Import and Export Corporation where he was in charge of importing and distributing foreign audio and video products. In 1994, Xu joined EMI Records when he was named as the Chief Representative in EMI China. During his career at EMI Records, Xu had been actively exploiting its competitiveness on copyrights transactions, lyrics & compositions copyrights, music production and brokerage marketing, and helped EMI have established a complete system on cooperation and development.

The first phase of Chinese streaming battle has just been put an end after Xiami Music and NetEase Cloud Music reached the cross-licensing deal early this month. With the period of the feuds, copyright is no longer the object that major streaming companies would pursue for the next stage. “ With Xu’s help, Taihe Music Group would continue exploring the content-oriented strategy and taping the potentials in this market.”

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