There is far more to the short-video space than just TikTok, and the major labels are slowly but surely striking licensing deals with a variety of players from different territories. The latest example is Warner Music Group’s new agreement with Chinese short-video company Kuaishou.
We’re using the word ‘company’ rather than ‘app’ deliberately, too, because the deal covers the company’s international apps Kwai and SnackVideo, which are available outside China.
According to WMG, Kuaishou had more than 180 million monthly active users outside China in June this year, thanks to the growth of Kwai in Latin America and the Middle East / North Africa region, and SnackVideo in south and south east Asia. WMG’s music catalogue will now be available in both apps.
We wrote about Kuaishou in June when it announced that its family of apps had more than one billion monthly active users overall, with plans to spend more than $1bn on its marketing efforts outside China this year.