BMG embraces innovative digital marketing via Giant Jump deal in China

BMG embraces innovative digital marketing via Giant Jump deal in China

Some of the most innovative approaches to selling recorded music are coming from China as shown in a recent deal clinched by Germany-based BMG, the international rights-management company, with Giant Jump, a leading Chinese music and entertainment company.

BMG has agreed to manage all Giant Jump’s recordings and music publishing rights exclusively in the local market and internationally.

The move comes after BMG entered China early this year with a mission to offer its state-of-the-art music rights management platform, expertise and international reach to Chinese artists and rights owners.

Among the artists signed to Giant Jump is Haiquan Hu (left in photo), one half of the duo Yu Quan. He also happens to be the founder of Giant Jump. Other acts signed to the company include Yun Hao, Jianxiang Huang, Xiang Li and Nic Li.

However, what makes Giant Jump fascinating is its strategy for releasing Nothing Gonna Stop Us to Love, Yu Quan’s tenth studio album. The duo, who have sold more than seven million albums in their 15-year career, will bring the recording out online only.

As part of the marketing strategy, the tracks will be pre-installed in digital devices and merchandise products such as Bluetooth loud speakers and headphones, cosmetic products, battery chargers, branded wines and even oranges.

“We look forward to working with Giant Jump, developing new business models and delivering the value Chinese artists and rights owners deserve,” says Dora Yi, chief investment officer at BMG Greater China.

The move will fascinate the international music industry as the rampant piracy in China has stalled music sales, which reached an estimated $83 million last year (IFPI figures), tiny for a nation with a vast population of more than 1 billion.

[Juliana Koranteng]