NetEase feverish over offline opportunity
Print Edition
Internet giant and online gaming operator NetEase is seeking to expand into the offline entertainment sector by launching a subsidiary, Fever, targeting electronic music fans.
Fever Chief Executive Jessie Wang said NetEase has a large online music streaming user base and hopes to leverage that advantage and to further cover the offline entertainment scene.
“We believe the offline music entertainment scene has huge potential in the coming years and it also caters to the growing demand for alternative entertainment experiences,” she said.
It will work with UK-headquartered music production and DJ school Point Blank to set up an education facility in its headquarters in Hangzhou, providing certified education for music production and sound engineering.
It will also launch extensive collaboration for events, music production and DJ training, artist representation, brand collaboration and content creation.
NetEase is setting up an electronic music theater in downtown Shanghai, scheduled to launch next year, by working with Hong Kong URF Asset Management Group.
The online gaming company will also develop and launch virtual reality DJ games to expand its user base and the influence of its music brand.
Domestic consultancy iMedia estimates the domestic electronic music audience to reach 400 million by 2019, based on booming demand for music education infrastructure.
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