NetEase Cloud Music is partnering with record label Nippon Columbia in a bid to target China’s high-end paid users with a diverse music portfolio. The gaming and entertainment company is the first in China to collaborate with the record label.

Music from the Nippon Columbia label is now available for streaming on the platform, including pop music from anime voice artists and enka, a traditional Japanese music genre. A NetEase spokesperson told TechNode that free users can also access some of Nippon Columbia’s content library. However, offerings to free users were very limited, with most records provided to paid users with a starting price of RMB 8 (around $1.2) each month, based on TechNode’s observations.

“More and more NetEase Cloud Music users now listen to Japanese music and have gradually formed large, active Japanese music fan groups,” said Miyomatsu Abe, President of Nippon Columbia, in an announcement sent to TechNode. Further details about the deal were not disclosed.

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Jill Shen

Jill Shen is Shanghai-based technology reporter. She covers Chinese mobility, autonomous vehicles, and electric cars. Connect with her via e-mail: jill.shen@technode.com or Twitter: @yushan_shen