Rising short-video platform Kwai signs dynamic global licensing agreement with Warner Chappell Music
Dubai, UAE – Aug 31, 2022: Warner Chappell Music (WCM) and one of the fastest growing short-form video platforms in the world, Kwai, have entered into a dynamic new licensing agreement to make WCM’s music available on Kwai around the world.
Kwai recently hit more than 180 million monthly active users (MAU) outside of China, becoming one of the most popular apps in MENA and Latin America, as well as in South and Southeast Asia, where it’s known as SnackVideo. Under the deal, Warner Chappell’s music will be available for use on these platforms, offering exciting new content to Kwai’s userbase. WCM have offices in more than 20 countries and are home to a wide array of songwriters spanning all genres, with material ranging from top-charting contemporary hits to a rich catalog of influential standards.
Warner Chappell Music Senior Vice President of Global Digital, Natalie Madaj, said: “As the digital ecosystem continues to evolve in exciting new ways, social-sharing apps like Kwai are changing how people experience and discover music around the world. We’re very proud to be partnering with the team to bring our catalog of songs to Kwai’s engaged userbase and talented music creators.”
Kuaishou Head of Overseas Partnership and Communications, Calvin Liu, shared: “This is an exciting collaboration from the creative and business point of view. We are sure Warner Chappell’s immense catalogue will inspire millions of Kwai users across the Middle East to weave music in expressive new ways as they share stories from their lives.”
The company also continues to attract music and pop culture icons, including Mandopop superstar Jay Chou, who currently has 31 million followers. He joined exclusively in 2020 and shortly after launched his global debut live-streaming concert across Kuaishou’s multiple global platforms in 2022.
Kwai is reaching out to all users though a targeted regional campaign, but particularly those between 25-45 years of age, classified as ‘Everyday Explorers’, looking to enrich their lives with more meaning, inspiration and opportunity via short form content. Kwai is also connecting communities through relevant content that fosters cultural inclusivity and social values. Users can enjoy rewards, while boosting their engagement and visibility across the platform.
Kwai is a short-form video platform owned by tech heavyweight Kuaishou. Headquartered in Beijing, it is the second largest short video platform by average Daily Active Users (DAUs), and the second largest live streaming e-commerce platform by Gross Merchandise Volume (GMV) globally. Kwai employs more than 20,000 staff across its offices in China, the United States, Brazil, Indonesia, Egypt and GCC. Its most notable investors include DCM Ventures, Morningside Venture Capital, Sequoia Capital, Temasek Holdings, Tencent and Baidu.
Warner Chappell Music, the global music publishing company of Warner Music Group, is home to a wide array of legendary songwriters and a rich catalog of contemporary hits and influential standards. With offices in more than 20 countries, Warner Chappell provides deep expertise across a range of creative services and the most innovative opportunities for songwriters and copyright holders. Warner Chappell, which has a history dating back more than 200 years, currently publishes and administers music from A-Lin, Angèle, Anderson .Paak, Apache 207, Ava Max, Aya Nakamura, Bruno Mars, Capital Bra, Celeste, Chris Jeday, CJ, Cole Porter, Dan + Shay, Dave, David Bowie, Duran Duran, El Guincho, Fraser T. Smith, Gamble and Huff, Gene Autry Music Group catalog, George Gershwin, George Michael, Grateful Dead, Jasmine Sokko, Jesse & Joy, Justin Tranter, Kacey Musgraves, Katy Perry, Kevin Yi, Kool & the Gang, Led Zeppelin, Lin Xi, Lizzo, Madonna, MNEK, Oscar Holter, Pablo Alborán, Pop Smoke, Quincy Jones, Rauw Alejandro, RAYE, Saweetie, Stormzy, Summer Walker, Ta-You Lo, Thomas Rhett, and Tones and I, among many others.