Rap reality show strategy boosts artists' reps

A strategic agreement was announced by iQiyi, China's online entertainment platform, and Universal Music Greater China, a division of Universal Music Group, on Friday, which will exclusively distribute new releases worldwide from signed contestants of The Rap of China 2024 while providing them with an integrated support network.

According to the agreement, the top three finalists will be invited to visit Universal Music Group's global music labels and iconic studios to expand their artistic horizons and foster international collaboration.

Produced by iQiyi, The Rap of China is the country's first reality program focusing on broadcasting and supporting young Chinese rap talents. Since its debut in 2018, the show has become a cultural phenomenon in the country, sparking a nationwide rap craze. As one of China's most successful youth culture brands in recent years, The Rap of China has successfully launched the careers of numerous outstanding rap artists.

The latest season, which aired early May through late July, featured standout contestants, such as A A., A Three, ALAMEI, and C2C. Upcoming songs from these artists will be distributed globally under Universal Music Group.

"We are excited to announce our strategic alliance with The Rap of China 2024, a brand that profoundly defines the rap scene in China. This collaboration reaffirms our commitment to nurturing Chinese rap talents and helps extend their global reach, bridging cultural gaps and enriching the international music landscape with the dynamic Chinese rap culture," said Timothy Xu, chairman and chief executive officer of Universal Music Greater China.

"This season of The Rap of China has showcased a remarkable array of talent and creativity. 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," said Zuo Jin, chief director of the show.

JinJiBeWater Sun, the winner of The Rap of China 2024, said winning the show threw him onto a bigger stage, allowing him to work with the world-leading music label UMG. "I look forward to sparking fresh ideas and inspiration with fellow artists and hope my journey can open up more possibilities for Chinese rap."