Liu Huan, widely known as the "King of Chinese Pop," has signed an exclusive global agreement with Universal Music Greater China (UMGC). This comprehensive multi-year deal marks the first time Liu's recording and publishing rights will be united under one company.

The partnership aims to preserve Liu's musical legacy while expanding the global reach of Chinese music. Despite his iconic status in China and four decades of shaping Chinese pop music through albums, film soundtracks, and collaborations, Liu currently has only 25,000 monthly Spotify listeners globally.

UMG EVP Adam Granite emphasized the company's commitment to promoting local artistry and diversifying global music culture. Liu expressed confidence that the collaboration would enhance his works' reach and help showcase Chinese culture through music to international audiences.

This deal follows UMGC's recent expansion initiatives in China's rapidly growing music market, which saw double-digit growth in 2023. Recent developments include:

• Launch of Universal Music China Greater Bay Area (UMCGBA)
• Exclusive rights acquisition for iQIYI's The Rap of China tracks
• Partnership with Modern Sky

The agreement represents another strategic move in the competitive Chinese market, where other major labels like Warner Music and Believe are also establishing strong presences to tap into the 1.4 billion population market.

Liu, 61, adds this global partnership to his accomplished career, which includes serving as a judge on Sing My Song and creating numerous influential works in Chinese popular music.

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