Eager to promote J-pop and anime songs in the huge Chinese market, Japanese record labels Sony Music and Avex have formed partnerships with local music-streaming players.
Starting late August, Avex, a Tokyo-based entertainment conglomerate whose artists include Pikotaro of "Pen Pineapple Apple Pen" fame and Ayumi Hamasaki, has opened up its music library to Migu Music, a music-streaming company affiliated with China Mobile, the nation's leading wireless carrier.
Migu Music's half a billion subscribers can now enjoy Avex's 30,000 songs and 3,000 music videos, most of which are Japanese pop music tracks. The Japanese company also offered 30,000 ring tones for the carrier's 900 million users.
Avex's partnership with Migu is also a step into the future. Eyeing the age of 5G wireless technology, the two companies intend to livestream music concerts with 360-degree cameras in the near future.
Avex's foray into the Chinese music scene follows Sony, which formed a partnership with Tencent Music Entertainment Group last year. The tie-up offers anime song titles owned by Sony's Sacra Music label.