Universal Music Greater China Scores ‘Exclusive Global Agreement’ With ‘King of Chinese Pop’ Liu Huan

Universal Music Greater China’s aggressive expansion isn’t slowing down in 2025, which has officially delivered an “exclusive global agreement” between the UMG division and singer-songwriter Liu Huan.

Beijing-headquartered Universal Music Greater China (UMGC) just recently announced the high-profile deal after making several noteworthy moves during 2024’s second half.

As described by UMGC, Tianjin-born Liu Huan “has shaped Chinese pop music for four decades.” The associated professional efforts span a number of standalone studio albums, film soundtracks, and collaborations.

Running with the point, today’s “comprehensive multi-year agreement” represents “the first time that Liu’s majority body of work – both recording and publishing rights – will be united under one umbrella,” UMGC indicated.

Following that idea to its logical conclusion, UMGC also emphasized the “landmark” deal’s objective of cementing Liu’s “musical legacy” while simultaneously “amplifying the cultural impact of Chinese music globally.”

This focus – helping regionally well-known artists find additional fans on the international stage – isn’t new for Universal Music. Despite his status as the “King of Chinese Pop,” Liu has about 25,000 Spotify monthly listeners at present.

“At Universal Music Group,” added UMG EVP of market development Adam Granite, “we are committed to championing local artistry as part of our vision for a diversified global music culture. Liu Huan is a towering figure in contemporary Chinese music history, and we are proud to support his journey in sharing his extraordinary music with the world.”

“I am confident that this collaboration will not only enhance the reach of my works but will also enable them to resonate more powerfully and widely,” Liu communicated in a statement of his own.

“UMGC’s commitment to promoting the global impact of Chinese culture aligns with my lifelong aspirations. I am eager to see how our combined efforts will allow global audiences to experience the richness and beauty of Chinese culture through our music,” concluded the multi-time Sing My Song judge.

Though time will tell precisely how many global fans 61-year-old Liu gains under the partnership, there’s certainly a domestic upside here for him as well as UMGC.

By now, most are at least generally aware of China’s quick-developing music sector, which achieved double-digit growth in 2023. The IFPI has yet to release its 2025 annual report, which will chart the recorded market’s worldwide revenue specifics for 2024.

More immediately, however, Universal Music’s not-so-subtle expansion initiatives underscore the Chinese market’s potential. Since late September alone, UMG has launched Universal Music China Greater Bay Area (UMCGBA), finalized an exclusive deal covering tracks from iQIYI’s The Rap of China show, and partnered with Modern Sky.

Of course, TF Entertainment-allied Universal Music isn’t alone in pursuing commercial results in China, population 1.4 billion. Warner Music has agreements in place with domestically prominent talent as well, and Believe supercharged its Greater China operations this past summer.