Universal Music Partners with 'The Rap of China 2024' in Global Distribution Deal
Universal Music Greater China has formed a strategic partnership with iQIYI to globally distribute music from contestants of 'The Rap of China 2024', China's pioneering rap reality show.
Universal China execs at iQiyi event
Photo Credit: Universal Music Greater China
The agreement includes comprehensive support for signed contestants, with the top three finalists receiving opportunities to visit UMG's international music labels and recording studios.
'The Rap of China', launched in 2018, has become a cultural phenomenon that revolutionized Chinese rap music. The 2024 season, airing from May to July, features twenty prominent contestants including A.A. Three, ALAMEI, C2C, Danny K, and others, whose music will now reach global audiences through UMG's distribution network.
Timothy Xu, CEO of Universal Music Greater China, emphasizes the partnership's significance: "This collaboration reaffirms our commitment to nurturing Chinese rap talent and extending their global reach, bridging cultural gaps and enriching the international music landscape."
Zuo Jin, Chief Director of 'The Rap of China 2024', notes that the show's global auditions attracted over 500 young artists worldwide, reflecting its international appeal. The partnership with UMG aims to enhance the show's global presence while creating opportunities for cross-cultural musical collaborations.
Key Partnership Benefits:
- Worldwide distribution of contestants' music
- Access to UMG's global network
- International studio visits for top performers
- Cross-cultural collaboration opportunities
- Professional development support
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