UMG and NetEase Deepen China Partnership with New Multi-Year Licensing Deal

Universal Music Group (UMG) and NetEase Cloud Music have signed a new multi-year licensing agreement that gives the China-based streaming platform access to UMG’s full recording catalog in the country. Beyond expanding music availability, the renewed partnership also covers joint marketing campaigns, new product features, premium subscription growth, and commitments to responsible artificial intelligence practices—highlighting how global labels and local platforms are increasingly working together to shape China’s fast-growing digital music ecosystem.

Expanding Access and Premium Experiences

Under the deal, NetEase Cloud Music will offer UMG’s full roster of international and Chinese artists across its streaming services and digital products in China. The companies also plan to collaborate on features designed to grow NetEase’s premium and Super VIP (SVIP) tiers, signaling a focus on converting listeners into paying subscribers. NetEase CEO William Ding emphasized that China now has “the largest user base globally,” calling it the world’s biggest music streaming market and underscoring why premium experiences are becoming a major priority for platforms competing with rivals like Tencent Music Entertainment.

A notable element of the agreement is its inclusion of artist-centric and artificial intelligence provisions. The companies described this as “a shared commitment to responsible AI practices that support and protect the music and artists that UMG represents.” UMG executives, including Adam Granite and Jonathan Dworkin, framed the partnership as part of a broader push toward an artist-first streaming environment that supports creators, strengthens fan engagement, and maintains respect for human artistry even as AI tools become more common in music production and discovery.

Strengthening China’s Role in the Global Music Market

The renewed deal builds on a relationship that began in August 2020 and comes as China’s streaming market continues to draw global attention. According to IFPI data, China’s subscription streaming revenues surpassed USD $1 billion in 2024, and NetEase reported a 15.9% year-over-year increase in music services revenue in the first half of 2025. At the same time, UMG has expanded its footprint through Universal Music Greater China, signing major artists such as Nana Ouyang, David Tao, and Liu Huan, and bringing labels like Blue Note and Deutsche Grammophon into the region. NetEase’s Vivian Wei said the partnership will support licensing, artist promotion, AI exploration, and cultural exchange, while helping Chinese artists reach global audiences.

Together, UMG and NetEase Cloud Music are positioning their partnership as a long-term strategy to grow premium streaming, protect artists’ rights, and connect China’s music scene more closely with the global industry. As digital consumption continues to rise, the alliance reflects how international labels and local platforms are aligning around artist-first principles, responsible technology use, and cross-border collaboration—making China an increasingly central pillar of the worldwide music business.