UMGC SNAPS UP "RAP OF CHINA" ACTS

Universal Music Greater China has made a high-profile move into the world of reality TV by signing an exclusive deal with IQIYI to distribute new releases by signed contestants of The Rap of China 2024. Yes, it's a thing.

The IQIYI series, which launched in 2018 on the Chinese video-streaming service (which offers original series, films and user-generated content, among other programs) quickly became a flagship of the platform via its narrative-driven competition format.

As part of the deal, UMG will distribute all songs by contestants globally and offer support in A&R, artist management, marketing and merchandise development.

Additionally, the top three finalists will be invited by UMG to visit leading record labels. This worldwide tour will include visits to famous recording studios and meetings with international artists and producers to discuss possible collaborations.

In making the announcement, UMGC Chairman and CEO Timothy Xu said, “We eagerly anticipate that this partnership will facilitate collaborations between Chinese rap artists and top international talent, creating groundbreaking musical works that carry their unique cultural signatures and expressions.”

Zuo Jin, chief director of The Rap of China 2024, added, “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.”

Pictured (l to r): Timothy Xu, UMG EVP, Market Development Adam Granite, Zuo Jin, UMGC VP of Artist Management and Entertainment Development Ming Lu