Warner Music China has made a move that could matter to publishers and rights holders watching where artist development and music monetization are headed next: it has entered a strategic partnership with Dream Maker, a company focused on virtual artists. The deal brings Warner Music China into a space built around human performers, virtual avatars, and online music activity rather than AI-generated music.
A label deal built around virtual performers
Dream Maker says it has signed more than 3,000 virtual artists and generated more than 10bn video views of their music. These artists are described as human singers who use virtual avatars when performing and chatting online, essentially music-focused vTubers.
The company’s announcement says: “Behind every virtual artist is a real human performer paired on a one-on-one basis. Powered by real-time motion capture technology, the virtual avatars serve as a vessel for livestreaming, live singing, and IP interactions.”
Warner Music China widens the playbook
Under the partnership, Warner Music China will help Dream Maker with music production, distribution and artist development, along with marketing and live performances. The two companies also plan collaborations between their rosters.
For the broader business, the significance is straightforward: this is another sign that major labels are expanding their China strategies beyond traditional artist deals and into formats that blend performance, streaming activity and avatar-based presentation.
What to watch next
The key point to watch is how Warner Music China and Dream Maker turn the partnership into actual production, distribution, marketing and live performance activity, and whether the planned collaborations between their rosters produce visible results.
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