Universal Music Group Partners with iQIYI to Distribute 'The Rap of China' Artists Globally

Universal Music Group (UMG) has made a significant move in China's hip-hop industry by signing a strategic agreement with iQIYI, the company behind the popular music competition show 'The Rap of China'. Announced on October 18, 2024, this partnership grants UMG exclusive rights to distribute new releases from the show's 2024 contestants worldwide.

Key Highlights of the Partnership

• Global Distribution: UMG will exclusively distribute music from the signed contestants of 'The Rap of China 2024' on a global scale.
• Integrated Support: The artists will receive comprehensive support from UMG, including marketing, promotion, and career development.
• International Collaboration Opportunities: The top three finalists will be invited to visit UMG's global music labels and studios to foster international collaborations.

'The Rap of China': A Cultural Phenomenon

Since its debut in 2017, 'The Rap of China' has amassed billions of views, becoming a nationwide sensation and a launching pad for many local rappers. The show has played a pivotal role in bringing hip-hop culture into the mainstream in China.

2024 Season Standout Contestants

The latest season, which aired from early May to late July 2024, featured a diverse lineup of talented artists, including:

• A A.
• A Three
• ALAMEI
• C2C
• DANNY K
• ErWan
• FuLai
• God Øne
• HuiZi
• JarStick
• KITO
• LilWine
• Oliver Jiang
• SHarK
• SwuckBrothers
• JinJiBeWater_隼 (Winner)
• Wuliannanhulu
• XinXiu
• Double Dirty
• ZhaoSan
• Jessie

All upcoming releases from these artists will be distributed globally under UMG, providing them with an unparalleled platform to reach international audiences.

Executive Insights

Timothy Xu, Chairman and CEO of Universal Music Greater China, expressed his enthusiasm for the partnership:
"We are excited to announce our strategic alliance with 'The Rap of China 2024,' a brand that has profoundly defined the rap music scene in China. This collaboration not only reaffirms our commitment to nurturing Chinese rap talent but also extends their global reach, bridging cultural gaps and enriching the international music landscape with the dynamic culture of Chinese rap."
Zuo Jin, Chief Director of 'The Rap of China 2024,' highlighted the show's global vision:
"Embracing an international vision from the start, we set up global auditions that attracted over 500 young artists from around the world. With UMG's deep local expertise and expansive global infrastructure, I am confident that this collaboration will further enhance our international presence and deliver fruitful outcomes."
Ming Lu, Vice President of Artist Management and Entertainment Development at Universal Music Greater China, added:
"Our strategic approach to artist management guarantees that the unique talents discovered on 'The Rap of China' will receive comprehensive support to advance their careers. We are thrilled to work with over 20 breakthrough rap acts, equipping them with the resources and expertise needed to fully develop their potential and make a significant imprint on the global music scene."

Winner's Perspective

JinJiBeWater_隼, the winner of 'The Rap of China 2024,' shared his excitement:
"Winning 'The Rap of China' really threw me onto a bigger stage, giving me the opportunity to work with a world-leading music label like UMG. I look forward to sparking fresh ideas and inspiration with fellow artists, and I hope my journey can open up more possibilities for Chinese rap."

Impact on the Global Music Industry

This partnership signifies a major step for Chinese hip-hop artists aiming for international recognition. By leveraging UMG's global network, these artists have the opportunity to collaborate with international talents and bring Chinese hip-hop to a wider audience.

Conclusion

UMG's strategic alliance with iQIYI and 'The Rap of China' not only marks a significant expansion in China's hip-hop scene but also opens doors for cultural exchange and global collaborations. As Chinese rap continues to grow in popularity, this partnership could pave the way for a new era of international hip-hop music.