Universal Music Greater China (UMGC), a branch of Universal Music Group, has made a big move by partnering with iQIYI to bring Chinese rap to the global stage. The deal, announced on October 18, means UMGC will be the exclusive distributor of music from the top contestants of The Rap of China 2024, spreading their tracks worldwide and giving these artists an integrated support system to help them grow.
As part of the agreement, the top three finalists will get a chance to visit Universal’s global labels and studios to explore international collaborations. The Rap of China, which first aired in 2017, has been a game-changer for hip-hop in China, launching the careers of many local rappers. While the show has faced some controversy over the years, with Chinese regulators stepping in to keep contestants’ lyrics in line with national values, it remains hugely popular across the country.
The most recent season aired from May to July, featuring standout acts like A A., A Three, ALAMEI, and many more. Under this new deal, all future songs from these artists will be distributed globally through UMG.
Timothy Xu, Chairman and CEO of Universal Music Greater China, expressed his excitement about the partnership, saying it highlights their commitment to supporting Chinese rap talent and helping them reach a global audience. He believes this collaboration will break new ground by creating opportunities for international projects that bring Chinese rap’s unique cultural vibe to the world.
Zuo Jin, Chief Director of The Rap of China 2024, emphasized the show’s global vision from the start, with auditions attracting over 500 artists from all over the world. He’s confident that teaming up with UMG, which has a strong presence both locally and globally, will help boost the show’s international influence and lead to great success.
Ming Lu, VP of Artist Management and Entertainment Development at UMGC, said their approach will give these talented rappers the support they need to succeed and make a real impact on the global music scene. He’s excited to work with over 20 fresh new rap acts, helping them grow and reach their full potential.
JinJiBeWater, the winner of The Rap of China 2024, shared how much this opportunity means to him. Like many others on the show, he started from the bottom and worked hard to get where he is. Winning the show has opened up huge opportunities, including working with UMG. He’s looking forward to collaborating with other artists and hopes his journey will inspire more possibilities for Chinese rap on the world stage.
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