On August 16, 2022, Tencent Music Entertainment Group (hereinafter referred to as “TME”) and the Organizing Committee of the Beijing International Film Festival (BJIFF) announced that the two parties have formally entered into a broader strategic cooperation agreement. Both sides will integrate a wealth of resources, services and ecological advantages to further boost the sound and diversified development of China’s music and film industries. They held a signing ceremony on the opening day of the BJIFF. Cui Yan, Director of the BJIFF Operations Center of Beijing Radio & Television Station and Executive Deputy Director of the BJIFF Organizing Committee Office, and Chen Mo, Vice President of Brand Marketing and Public Relations at TME, attended the event.。

　

Under the agreement, TME, as the official and sole music partner of the 12th and 13th BJIFF, will work with the BJIFF Organizing Committee to launch the first “Film Music Support Program”, with a focus on the creation, production, content promotion, and talent development of film music. In the future, the two sides will also conduct further cooperation in the form of special support for the music of film projects competing at the BJIFF Project Pitches, promotion and recommendation of outstanding musicians’ film and TV music, film theme songs, selection and global promotion of outstanding film music, and others. Through its Great Melody Gala series of IPs, TME will partner with the BJIFF to launch the “Love of Music” Online Film Song Concert in the coming days.

　　

In line with the vision of the Film Music Support Program, TME will also join in the Project Pitches section of this year’s BJIFF, which aims to fully connect outstanding film projects with the production elements of the film industrial chain and has fostered a number of outstanding films such as Dwelling in the Fuchun Mountains, Mountain Cry, and Till the End of the World at previous editions. TME will provide the industry’s top movie theme song creation and promotion services for the recipients of the seven major awards selected by the organizing committee, including the Special Award, Best Original Script Award, Projects with Greatest Commercial Potential, Best Creativity Award, Most Investment Value Project Award, Team with Greatest Potential Award, and Most Market Focus Award, in order to stimulate the development and creation of more outstanding potential works. In addition, it will cooperate with the award-winning works for this section on movie theme songs.

As a leader in online music and audio entertainment services in China, TME has been dedicated to the film and TV music realm for many years, and has previously cooperated with many popular movies to create high-quality music works, including the theme song of the same name for Cliff Walkers sung by Zhou Shen, and the theme song of the same name for B for Busy sung by Mao Buyi. In July this year, TME also launched the industry’s first high-quality music production alliance, TME Producers Alliance, covering the entire life cycle of music content, as well as the Gold Song Development Program, which aims to explore the rules of gold song creation and value together with the industry, and continues to focus on high-quality music works and the long-term prosperity of the Chinese music industry, while helping outstanding musicians realize both artistic and commercial value.

After eleven years of development, the BJIFF, a key cultural project of Beijing guided by the China Film Administration and hosted by China Media Group and the People’s Government of Beijing Municipality, has evolved into an international, professional, innovative, high-end, and market-oriented international film event. Through the cooperation, in the future, TME will continue to expand its content and distribution and promotion capabilities in the film and music field based on its diversified product matrix, including QQ Music, Kugou Music, Kuwo Music, and WeSing, and at the same time further promote its platform promotion capabilities, content production capabilities, and capabilities of the ecosystem including Tencent musicians, to the broader arena of the film industry. The two parties will continue to help the film and music industries enhance their international representation and make Chinese films and Chinese music watched or heard by more people around the world.