Universal Music Signs Global Distribution Deal With China's Biggest Rap Show
Universal Music Greater China has partnered with iQIYI to globally distribute music from contestants of 'The Rap of China 2024', marking a significant expansion in Chinese hip-hop's international reach.
Universal China execs at iQiyi event
UMGC will provide comprehensive support to signed contestants, with the top three finalists receiving exclusive opportunities to visit UMG's global music labels and prestigious studios to develop international collaborations.
'The Rap of China', launched in 2018 by entertainment platform iQIYI, pioneered narrative-driven reality programming in Chinese hip-hop and has become a cultural phenomenon. The latest season (May-July 2024) features notable artists including A.A. Three, ALAMEI, C2C, Danny K, and others, whose upcoming releases will be distributed worldwide through UMG.
Timothy Xu, CEO of Universal Music Greater China, emphasizes the partnership's significance: "This collaboration reaffirms our commitment to nurturing Chinese rap talent and extends their global reach, bridging cultural gaps and enriching the international music landscape."
Zuo Jin, Chief Director of 'The Rap of China 2024', highlights the show's international scope, noting that global auditions attracted over 500 young artists worldwide. The partnership with UMG aims to enhance the show's global presence while leveraging UMG's extensive industry expertise and infrastructure.
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