Music company BMG has signed a wide-ranging digital distribution deal with Chinaâ€™s largest e-commerce company Alibaba Group.
Under the agreement, Alibaba will have more than 2.5 million digital rights to recordings fromÂ artists under BMG including Kylie Minogue, Bruno Mars, John Legend, Robbie Williams andÂ will.i.am.
Alibaba will promote BMGâ€™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 BMGâ€™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.â€ť
The deal follows the similar agreements between Tencent, Alibabaâ€™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 industryâ€™s long time challenge of how to monetise the vast untapped potential of the Chinese market.