China-based Tencent Music Entertainment Group has partnered with Apple Music and as a benefit of this partnership, record labels and artists who are a part of TME Music Cloud can now distribute their music globally through Apple Music.

The company says that this will enable music lovers to explore China’s unique music culture and genres, enhancing the global discovery of Chinese music and assisting in the international development of Chinese musicians.

This development will also help promote more high-quality Chinese music overseas. It is not known what exactly TME’s “Music Cloud” is but it appears that the platform will serve small-time artists who lack distribution and marketing help from big labels.

Over the past years, Tencent Music Entertainment has built a platform for independent musicians for distributing their works, attract fans, host virtual concerts, which can eventually help them generate income.

Currently, there’s not much information available about this partnership and whatever the company has announced is quite vague. It’s unlikely that Tencent will share its expensive licensed music with Apple Music but we’ll know for sure when more details are available.

This isn’t the first time Tencent has joined hands with a major online music giant. A few years ago, in 2017, the Chinese internet giant had entered a share swapping agreement with Spotify but it didn’t include content sharing.

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