Merlin, the global rights agency for the independent label sector, has struck a licensing deal with China-based short-form video platform (and TikTok rival) Kuaishou.
Merlin becomes the latest entity to partner with Kuaishou, following news of a licensing agreement with the short-form video platform struck by Warner Chappell Music last month.
Kuaishou reports to reach more than 180 million monthly active users (MAU) outside of China via its overseas versions such as Kwai.
It also claims to have become one of the most popular apps in MENA and Latin America, as well as in South and Southeast Asia, where it’s known as SnackVideo.
The deal with Merlin covers Kuaishou’s products including Kwai and SnackVideo.
Headquartered in Beijing, Kuaishou claims to be the second-largest short video platform by average Daily Active Users (DAUs), and the second largest live-streaming e-commerce platform by Gross Merchandise Volume (GMV) globally.
Kuaishou also claims to have more than 1 billion Monthly Active Users worldwide.
Kuaishou has struck a number of licensing deals over the past 12 months, including with AMRA in February, with Believe in January.
The platform also struck a global licensing deal with Warner Music Group in August last year.
Last week, social media service Pinterest announced a new partnership with Merlin, as well as with Warner Music Group, Warner Chappell Music and BMG.
In April, Merlin inked a partnership with South Korea-based music streaming app FLO.
“The deal with Merlin will provide hundreds of millions of our users with an incredibly wide range of independent music, making their experience even better.”
Calvin Liu, Kuaishou
Calvin Liu, Head of Kuaishou Overseas Compliance, Communications, and Partnership, said: “The deal with Merlin will provide hundreds of millions of our users with an incredibly wide range of independent music, making their experience even better.”
“Merlin’s member repertoire is one of the most iconic and diverse in the world, and we are delighted to bring this vibrant and expansive catalog to the services of Kuaishou.”
Jeremy Sirota, Merlin
Jeremy Sirota, CEO of Merlin, said: “Merlin’s member repertoire is one of the most iconic and diverse in the world, and we are delighted to bring this vibrant and expansive catalog to the services of Kuaishou.
“Independents are the leaders in the social music space, and we look forward to supporting our members in finding new ways to engage longtime listeners as well as find new fans across this platform.”Music Business Worldwide