Universal Music Group (UMG) has formed a strategic partnership with Modern Sky, China's leading independent music label, to expand both companies' global reach and cultural exchange opportunities.

Modern Sky, established in 1997 in Beijing, represents approximately 150 artists and has developed a strong presence in China's music industry. The company is known for prominent domestic acts like Miserable Faith, Zuoxiao Zuzhou, New Pants, and Xie Tianxiao.

Key aspects of the partnership include:

• Modern Sky will utilize UMG's worldwide distribution network to reach global audiences
• UMG gains enhanced access to China's expanding music market, which grew 25.9% in 2023
• The collaboration enables UMG's international artists to better connect with Chinese audiences
• Modern Sky currently operates offices in New York, Liverpool, and Tokyo

Modern Sky's influence extends beyond recording, as they organize over 30 music festivals annually and more than 1,000 performances across China, including the renowned Strawberry Music Festival.

This partnership represents UMG's continued expansion in China, following other recent initiatives:

• Launch of "Universal Music China Greater Bay Area" in September
• Distribution partnership with iQIYI's The Rap of China 2024 program
• Previous collaboration with TF Entertainment

Shen Lihui, Modern Sky's founder and CEO, emphasized the company's commitment to representing China's youth culture, while UMG's market-development EVP Adam Granite highlighted the partnership's potential for creating meaningful connections between international artists and Chinese audiences.

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