Universal Music Partners with 'The Rap of China 2024' for Global Distribution Deal
Universal Music Greater China has established a strategic partnership with iQIYI to globally distribute new music releases from contestants of 'The Rap of China 2024'.
Universal China execs at iQiyi event
'The Rap of China', launched in 2018 by entertainment platform iQIYI, is China's first narrative-driven rap competition show that has become a cultural phenomenon. The latest season, running from May to July 2024, features talented artists including A.A. Three, ALAMEI, C2C, Danny K, ErWan, FuLai, and more.
Key aspects of the partnership:
- UMGC will provide comprehensive support to signed contestants
- The top three finalists will visit UMG's global music labels and studios
- All contestants' upcoming releases will be distributed globally under UMG
- The program aims to facilitate international collaborations and cultural exchange
Timothy Xu, CEO of Universal Music Greater China, emphasizes the partnership's goal to nurture Chinese rap talent and expand their global reach. Meanwhile, Zuo Jin, Chief Director of 'The Rap of China 2024', highlights the show's international vision, noting that global auditions attracted over 500 young artists worldwide.
The collaboration represents a significant step in bridging Chinese rap with the global music scene, leveraging UMG's extensive industry network and distribution capabilities to showcase Chinese hip-hop talent internationally.
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