On Tuesday, Universal Music Group launched a localized edition of Def Jam Recordings in Sichuan province under its Universal Music Greater China division.
Founded over four decades ago, Def Jam Recordings played a defining role in shaping hip-hop culture into a global cultural force.
Def Jam Recordings China will be headquartered in Chengdu, a city widely recognized for its energetic music ecosystem and hip-hop subculture.
In recognition of the city's long-standing hip-hop community, Def Jam Recordings China announced three acclaimed Chinese rappers as special guest curators: Xie Di, Wang Yitai, and Deng Dianguo, also known as DDG. Drawing on their local influence, the curators will help identify, mentor, and spotlight emerging voices from across China.
"China is one of the most important and dynamic music markets in the world today, with a new generation of artists shaping culture both locally and globally," said Adam Granite, executive vice-president of market development at Universal Music Group.
"Launching Def Jam Recordings China reflects our long-term commitment to this market and our belief that Chinese hip-hop has a powerful role to play in the global evolution of the genre," Granite said.
