We tend to use the shorthand ‘Chinese short-video app’ for Kuaishou, and while that’s a fair summary of its core product, the company Kuaishou has a global footprint: more than 45 million users of its separate Kwai app in Brazil for example.

This global aspect, plus an interest in licensing music (see: WMG in 2021) is making Kuaishou one of the emerging partners for rightsholders.

The latest example is indie licensing organisation Merlin, which has struck a deal to make its members music available “across Kuaishou’s products, including Kwai and SnackVideo”. Merlin cited Latin America, south-east Asia and the Middle East and North Africa (MENA) regions as key for the partnership.

At the end of June 2022, Kuaishou’s main app had 347.3 million daily active users and 586.7 million monthly active users, but globally – once all its apps are factored in – it claims more than one billion monthly active users.

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