Internet giant and online gaming operator NetEase is seeking to expand into the offline entertainment sector by launching a music subsidiary brand, Fever, which will target electronic music fans.
Chief executive of Fever, Jessie Wang, said NetEase has a large online music streaming user base and it 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 added.
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 talents.
It will also launch extensive collaborations for events, music production and DJ training, artist representation, brand collaborations, and content creation.
NetEase is setting up an electronic music theater in downtown Shanghai by working with Hong Kong URF Asset Management Group, which is scheduled to launch next year.
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 estimate the domestic electronics music audience to reach 400 million by 2019, based on booming demand for music education infrastructure.
