MQA partners with Alibaba Xiami music streaming service

posted on Wednesday, 17th July 2019 by Steve May

MQA  Streaming  Hi-fi  High Res Audio 

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MQA is going live in China. Xiami Music, part of the sprawling Alibaba Group, will be the first music streaming service in China to adopt the audio technology.

The move has huge strategic importance for Xiami, which aims to become the audio quality leader in China, and MQA, which will benefit from more leverage with Chinese hardware suppliers.

MQA high quality audio streams will be introduced as part of the SVIP tier of Xiami Music iOS and Android apps. Users will be offered a free trial for a limited period, and can then subscribe to the SVIP tier to continue to access all MQA music. MQA’s technology enables high quality playback of the original recording on all devices, from smartphones to high-end home audio systems. China is already the fourth largest market for sales of MQA devices, even before the existence of a domestic MQA-enabled music service.

The streaming service uses an intelligent AI recommendation tool, while music fans actively engage to encourage music discovery; the platform has attracted over 40,000 independent musicians, and its library contains over 500 million playlists and 20 million songs.

Long Yang, Director of Xiami Music said, “We are very proud to be the first music service in China to offer MQA, as we continue to push the technological boundaries in pursuit of improved sound quality to benefit our music fans and all musicians on our platform.”

Mike Jbara, MQA’s CEO, added, “MQA is a consumer-centric technology company, driven by a commitment to deliver the master recording all the way through to the music fan, wherever and however they choose to listen – and it was clear from our first meeting that the Xiami team shared our vision. Many of MQA’s current device partners have successful and growing relationships within Alibaba’s e-commerce businesses, so this collaboration is the perfect platform on which to create a complete MQA ecosystem for the Chinese consumer market.”

Xiami Music was founded in 2008 and acquired by the Alibaba Group in 2013. Alibaba Group owns market-leading e-commerce platforms in China, which attract 654 million annual active consumers, including a growing entertainment business known for connecting with consumers of all ages. As part of Alibaba’s ecosystem, the Xiami Music service has access to Alibaba’s full resources, including all the latest technology and music entertainment insight from across its Taobao, Tmall, Alipay and Youku platforms.

Llicensed music streaming services such as Xiami Music have revitalised the Chinese recorded music market, which now ranks seventh in revenue terms internationally. In terms of music streaming income, China is the fourth largest global market, behind only the US, UK and Germany, according to figures sourced from IFPI Global Music Report 2019.

Steve May

Inside CI Editor Steve May is a freelance technology journalist, who also writes for T3, TechRadar, Home Cinema Choice and ERT (amongst others).

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