Recently, with the help of National Copyright Administration, Tencent Music has reached an agreement with NetEase Music regarding a copyright partnership. The two will enter a long-term partnership to license music to each other, allowing them to share almost 99% of formerly exclusive songs. The two will also begin to license their database to other music platforms. This partnership is aimed to create a precedent for licensing deals in the future and is beneficial to the entire internet music industry.
Since the NCA’s campaign in 2015 to regulate internet music copyright, infringements and pirating have been effectively reduced. How the industry can improve copyright protection while allowing more music to be widely spread has become a main point of discussion. To achieve this goal, the NCA used multiple strategies to help regulate and coordinate the industry.
First, they invited major internet music providers and labels to mandate them to explore and establish an operating model that is up to international standards. Secondly, the NCA asked the providers and labels to strengthen their rights management infrastructure. Lastly, they wanted to put a stop to the long-standing dispute between Tencent and NetEase, suggesting that they work with each other on rights sharing.
This partnership was formed also in the spirit of the 19th National Congress of the Communist Party of China, as the Party looks to reinforce the results of music rights management reform in an effort to allow internet music providers to better serve netizens. Next, the NCA will look at other players in the internet music industry to further their push for rights regulation. The ultimate goal is to create a blooming, regulated, diverse, and fair industry environment.
Translated by Kane Ge
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