Universal Music Greater China agreement to distribute iQIYI rap contestant music

Photo Credit: Universal Music Greater China

Universal Music Greater China has announced it has reached a strategic agreement with iQIYI to distribute new releases from signed contestants of ‘The Rap of China 2024’ worldwide.

UMGC will provide signed contestants with an integrated support network and the top three finalists will be invited to visit UMG’s global music labels and iconic studios to expand their artistic horizons and foster international collaborations.

‘The Rap of China’ is produced by iQIYI, one of China’s leading entertainment platforms. It is the first Chinese reality program to adopt a narrative-driven episodic format, focusing on young Chinese rap talent. It debuted in 2018 and has since become a cultural phenomenon in the country, sparking a nationwide rap craze.

The show has helped successfully launch the careers of numerous oustanding rap artists. The latest season aired from early May 2024 to July 2024 and featured contestants including A.A. Three, ALAMEI, C2C, Danny K, ErWan, FuLai, God Øne, HuiZi, JarStick, KITO, LilWine, Oliver Jiang, SHarK, SwuckBrothers, JinJiBeWater_隼, Wuliannanhulu, XinXiu, Double Dirty, ZhaoSan, Jessie. All upcoming songs from these artists will be distributed globally under the UMG banner.

The top three finalists from ‘The Rap of China 2024’ will be invited by UMG to visit leading global record labels. This exclusive tour will include visits to iconic recording studios and meetings with international artists and producers, designed to broaden their artistic perspectives and foster coss-cultural collaborations.

“We are excited to announce our strategic alliance with ‘The Rap of China 2024,’ a brand that has profoundly defined rap music in China,” adds Timothy Xu, Chairman and Chief Executive Officer of Universal Music Greater 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.”

“We eagerly anticipate this partnership will facilitate collaborations between Chinese rap artists and top international talents, creating groundbreaking musical works that carry their unique cultural signatures and expressions.”

“This season of ‘The Rap of China’ has showcased a remarkable array of talent and creativity,” adds Zuo Jin, Chief Director of ‘The Rap of China 2024.’ “Our partnership with UMG is a powerful testament to the show’s impact and reach. 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.”