This was the headline deal or licensing proof point in the announcement.

“The catalog includes both local Chinese and international artists that are signed, released and distributed by UMG’s historic labels, comprised of millions of tracks and covering every genre and era.”

“while further expanding the premium and Super VIP [SVIP] tier offerings and services available to music fans within the platform.”

NetEase shows up when a game world becomes a repeat habit across devices, spending layers, merch, and franchise expansion.

Your playlist depends on deals you never see. NetEase just locked in Universal.