October 19, 2021

ByteDance will launch the Feile music app later this year

Chinese media 36Kr reported on Thursday that TikTok’s parent company ByteDance plans to launch a music streaming product for the domestic market later this year. The product is tentatively named Feile, and internally called Luna. Currently, the app is managed by the TikTok team. ByteDance has yet to offer an official response to the news.

The music business of the Beijing-based company is said to be supported by a reception, as well as by market and algorithm teams. The reception is led by Alex Zhu, Vice President of ByteDance Products and Strategy. Three staff members report directly to Alex: Cao Zhen, Head of Foreign Music Player Resso and Music Library, Ole Bermann, Head of Foreign Copyright, and Lu Xi, Head of National Cooperation in copyright matters. Then the TikTok market team takes care of cooperation, advertising and copyright distribution for Chinese musicians, while the algorithms team is responsible for technical support such as soundtracks. intelligent and risk control.

ByteDance explored a potential music business as early as 2019 and planned to release a music streaming project in China named W. However, this project fell through due to a severe lack of copyright and vague positioning of the product in Development. In March of last year, ByteDance launched a music streaming app called Resso in India. But in China, because the music copyright market has long been monopolized by Tencent, ByteDance has little benefit.

In April of this year, ByteDance announced the establishment of a music department, made up of TikTok Music and responsible for the national music business, China Music Business Development Group and Overseas Music Group. TechWeb reported that ByteDance organized alpha testing for Yinhefangzhou, a music agent platform, in July this year.

ByteDance is looking forward to a turning point in expanding its music business in China when Tencent’s exclusive copyright becomes invalid. On July 24 this year, the State Administration for Market Regulation fined Tencent for promoting exclusive copyright in music and ordered it to lift exclusive copyright in music. music within 30 days of declaration.

SEE ALSO: Tencent Music ordered to drop exclusive online music license rights, in favor of competitors

Compared to Tencent Music and NetEase Cloud Music, the main advantages of ByteDance are its advertising and distribution. TikTok could bring a high level of online traffic flow for distribution, allowing ByteDance to support independent musicians. A musician from Tencent said he believes that when the exclusive copyright expires, music streaming platforms will compete with independent musicians instead.


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