On October 18, as a division of Universal Music Group, Universal Music Greater China announced a strategic agreement with leading video streaming platform iQIYI. According to the agreement, Universal Music will be the exclusive global distributor for the future music works of the contestants signed from "New Rap 2024," providing comprehensive support for their musical careers. Additionally, the top three contestants will be invited to visit Universal Music's legendary labels and iconic recording studios overseas, broadening their artistic perspectives while facilitating exchanges and collaborations between international musicians.
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The "New Rap" series is an original music program produced by iQIYI and is the first reality show in the country to adopt a "series-style" narrative approach. It is also a Mandarin Chinese rap music reality show. Since its premiere in 2018, the show has rapidly become a cultural phenomenon across the nation, sparking widespread interest in rap music. As one of the most successful youth culture IPs in China in recent years, the "New Rap" series has successfully introduced numerous outstanding pop rap artists.
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"New Rap 2024" premiered on May 4 of this year and concluded on July 21, showcasing outstanding contestants such as AA Lin Ai Ai, A Three A Re Si Lan, Alamay, C2C, DANNY K, Erwan, Fu Lai, God Øne, Hui Zi, JarStick Jiang Chengyu, Kito Qing Wei Hong, Li Wai Lil Wine, Oliver Jiang Jiang Qi, SHarK Mi Er Ai Li, Shuang Ke Brothers, JinJiBeWater_Sun, Wu Lian Nan Hu Lu, New Star, Zang Zang, Zhao San, and Zong Qi Chen Jessie. In the future, their music works will be distributed globally through Universal Music’s labels. To ensure the success of this groundbreaking partnership, Universal Music will form a brand new professional team to provide comprehensive support for the contestants of "New Rap 2024," covering aspects such as A&R, artist management, marketing, and merchandise development.
“I believe many rappers started off struggling like I did, but by winning the championship this year, I have reached a higher level. With this opportunity to collaborate with a professional record label like Universal Music, I look forward to sparking new ideas for other creators. I hope my presence brings more diverse possibilities to Chinese rap," said JinJiBeWater_Sun, the champion of "New Rap 2024," excitedly.
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Xu Yi, Chairman and CEO of Universal Music Greater China, stated during the announcement of this collaboration: “Discovering and nurturing local rap talent in China is an important direction for Universal Music's business strategy. Our commitment and mission is to elevate these young musicians, who represent contemporary Chinese culture, to the international stage. We look forward to facilitating exchanges and collaborations between these young Chinese rap artists and top international artists, creating refreshing music works that resonate.”
“This season gathered a talented and creatively limitless group of rap musicians, showcasing the infinite possibilities of music. Partnering with Universal Music Group not only affirms the profound impact of our show but also serves as a strong testament to its widespread influence,” said Zuo Jin, the executive director of "New Rap 2024." From the outset of the program's planning, an international perspective was established, attracting over 500 young musicians from around the world through global auditions. “With Universal Music Group's deep insights into the local market and extensive global network, I believe this collaboration will significantly enhance our international influence and yield fruitful results.”