Tencent Musician Program Records 51% Increase to Record 300,000 Independent Musicians in 2021


Shenzhen, china, Dec. 27 2021 / PRNewswire / – Tencent Music Entertainment Group (“TME” or the “Company”) (NYSE: TME), the leading online music and audio entertainment platform in China, today published the 2021 annual report of its online independent musicians platform, Tencent Musician Program, highlighting the program’s strong support for independent musicians and providing information on the development of independent music in China.

Launched in 2017, the Tencent Musician Program has provided powerful support to musicians to inspire and support them in the pursuit of musical creation. In 2021, the number of registered musicians participating in the program reached a record high of over 300,000, marking a 51% year-over-year increase. During the year, more than 2.1 million songs were distributed through the platform and were heard by fans.

Backed by advanced services and a mature support system for musicians, the Tencent Musician Program has become the fastest growing open platform for musicians in China so many musicians, especially young Gen Z artists, now see it as the go-to platform for budding artists. Musicians born after 1995 represent more than 50% of all musicians on the platform. The number of musicians on the platform born after 2000 also increased 55% year over year, while newly enrolled student musicians jumped 239% year over year. These figures show how the younger generations continue to fuel the development of Chinese music, and Tencent Growth of the musician program.

The 2021 Tencent The Musician program report shows the rise of female musicians in China and the trend of Chinese folk music. In 2021, female musicians newly registered on the platform grew 18% year-on-year. South Fujian culture, Cantonese hip-hop and Northwest China art is one of the topical subjects for the promotion and renewal of traditional music, demonstrating Tencent The efforts of the Musician Program to connect musicians with different cultures.

With comprehensive incentive plans and music collection projects, the Tencent Musician Program has been a supporting partner with every musician on their platform as they pursue their dreams. Tencent The Musician program has continued to upgrade the incentive plans for musicians that the platform has managed for years to support the creation of independent music. It is also the first platform in the industry to introduce a new monetization model with sharing of ad revenue from streaming pages. In addition to the incentive plans and the operation of an abundant platform and Tencent ecosystem resources, the platform has also partnered with various external companies to provide an even broader crossover platform to further help independent musicians accelerate their music promotion and distribution. Platform partners included Tencent Sports, Tencent Games, Tencent Charitable Foundation, TME Music Institute, Tencent Security, People’s Daily, JD.com and many more. What’s more, Tencent Musician has brought independent musicians to bigger stages, including the 3e Tencent Music Entertainment Awards (TMEA), helping them realize their potential and find their audiences.

The Chinese music industry entering a phase of rapid development, Tencent Music and Tencent The Musician program will continue to leverage and explore high-quality platform and ecosystem resources to support independent musicians, promoting a healthy and balanced ecosystem for the Chinese independent music market.

About Tencent Music Entertainment

Tencent Music Entertainment Group (NYSE: TME) is the leading online music and audio entertainment platform in China, operating the country’s very popular and innovative music applications: QQ Music, Kugou Music, Kuwo Music and WeSing. TME’s mission is to use technology to elevate the role of music in people’s lives by enabling them to create, enjoy, share and interact with music. TME’s platform includes online music, online audio, online karaoke, music-centric live streaming and online concert services, enabling music fans to discover, listen, sing along , watch, play and socialize around music. For more information, please visit ir.tencentmusic.com.

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