Universal Music Group has partnered with Modern Sky, China's leading independent music label, in a strategic move to expand its presence in the Chinese market.

Modern Sky, founded in 1997 in Beijing, brings significant assets to the partnership:

• A roster of 150 artists including popular acts like Miserable Faith and New Pants
• Over 30 annual music festivals and 1,000+ performances across China
• International offices in New York, Liverpool, and Tokyo
• The renowned Strawberry Music Festival brand

The partnership aims to achieve two main objectives:

1. Provide Modern Sky artists access to UMG's global distribution network
2. Create opportunities for UMG's international artists to connect with Chinese audiences

This collaboration comes as China's recorded music market grew 25.9% in 2023, according to IFPI data. Modern Sky's founder Shen Lihui emphasizes the company's commitment to representing China's youth culture and bringing Chinese creativity to global audiences.

The deal represents UMG's continued expansion in China, following other recent initiatives:

• Launch of Universal Music China Greater Bay Area in September
• Partnership with TF Entertainment
• Distribution agreement with iQIYI's The Rap of China 2024 program

The partnership signals growing competition among major music companies to establish stronger footholds in China's rapidly expanding music market of 1.4 billion potential consumers.

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