Warner Music Brokers Further Into Chinese Mobile Market

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Warner Music Group has now expanded its presence within the Chinese mobile multimedia market, thanks to a partnership with Global Music International.

The Beijing-based Global offers mobile content to a client list that includes massive operator China Unicom.  The Warner deal focuses on mobile-focused assets like ringtones, ringback tones, and full-track OTAs, according to information disclosed by both parties on Wednesday.  “We see this agreement as an important part of our overall strategy to extend our strategic relationships in China, encourage product innovation, find new ways for our artists to connect with their fans, and develop new revenue streams,” said Ken Cheung, vice president of New Media and Business Development at Warner Music Asia Pacific.

Incidentally, Warner finalized an agreement with China Unicom in June of last year, though the Global Music International distribution deal broadens access to other Chinese networks.  Earlier, Global finalized a similar arrangement with Sony BMG, one that revolves around comparable assets and bolsters the Unicom pact.   Elsewhere, both Warner Music and Sony BMG announced a joint venture initiative in January of this year, part of a larger plan to broaden secure delivery platforms within China and other Asian markets.