Music company BMG has signed a wide-ranging digital distribution deal with China’s largest e-commerce company Alibaba Group.
Under the agreement, Alibaba will have more than 2.5 million digital rights to recordings from artists under BMG including Kylie Minogue, Bruno Mars, John Legend, Robbie Williams and will.i.am.
Alibaba will promote BMG’s writers and artists in China through its channels such as streaming apps Xiami and TTPod. The company will also monitor and take action against infringements of BMG’s rights in China.
Dora Yi, chief investment officer of BMG China, described the deal as a game-changer for BMG.
"Alibaba is one of the most progressive and successful companies in China and is the ideal partner for us.”
The deal follows the similar agreements between Tencent, Alibaba’s primary rival, and Warner Music Group and Sony Music Entertainment last year.
BMG CEO Hartwig Masuch, said internet and particular mobile media are quickly providing an answer to the music industry’s long time challenge of how to monetise the vast untapped potential of the Chinese market.