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

Liu Huan, the Tianjin-born artist, has been instrumental in shaping Chinese pop music over four decades through his studio albums, film soundtracks, and collaborations. Despite his legendary status in China, Liu currently has around 25,000 monthly listeners on Spotify, highlighting significant potential for international growth.

The partnership aims to:

• Preserve Liu's musical legacy
• Expand his global reach
• Promote Chinese culture internationally
• Unite his recording and publishing rights

UMG EVP Adam Granite emphasized the company's commitment to championing local artistry and fostering a diverse global music culture. Liu expressed confidence that this collaboration will enhance his work's reach and help share Chinese culture with global audiences.

This deal follows UMGC's recent expansion initiatives in China, including:

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

The agreement comes amid China's rapidly growing music sector, which saw double-digit growth in 2023. This expansion reflects the increasing importance of the Chinese market, with other major labels like Warner Music and Believe also strengthening their presence in the region.

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