According to the agreement, Universal Music will make its online music repertoire available for download on Shanda’s interactive entertainment portal and game operation platform. The music company will also provide artist-related information and news materials on the platform.
Shanda is hoping the partnership will enable it to finally enter the music arena, while Universal Music will gain entry to the China market for the first time.
The new service allows Shanda’s consumers to select songs as background music for game playing.
What’s hot in China right now is online games, the internet and mobile technology, said Harry Hui, president of Universal Music East Asia. With the consumption of music heading towards the digital, mobile and personal, we’re making sure that music plays an active part of all the exciting experiences for Chinese youths today.
The new service is expected to launch in June this year.
