Together With Migu, A Leading Digital Content Platform Under China Mobile, UMG Opens Global Pathways for Chinese Hip-Hop Rooted in Local Culture

Universal Music Greater China (UMGC), a division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of Def Jam Recordings China in Chengdu, widely regarded as the capital of Chinese hip-hop and a cultural powerhouse in Southwest China, marking the establishment of the Chinese division of its iconic hip-hop label. The launch further expands Def Jam's global footprint and represents a significant new chapter in UMG's long-term strategy in the Greater China market.

Founded over four decades ago, Def Jam Recordings has been at the cutting edge of hip-hop culture, playing a defining role in shaping the genre as a global cultural force and consistently championing artists whose voices are rooted in their own communities, lived experiences, and cultural realities. With the launch of Def Jam Recordings China, UMG extends this legacy by creating a dedicated platform for Chinese hip-hop and urban music — supporting artists who express contemporary local stories through their own language, culture, and perspective, while connecting them with audiences around the world.

Def Jam Recordings China will be headquartered in Chengdu, a city widely recognized for its vibrant music ecosystem and deep-rooted hip-hop culture. As one of China's leading live entertainment markets and an emerging international cultural centre, Chengdu offers a fertile environment where street culture, live performance, and creative communities intersect, making it a natural home for Def Jam's China operations. 

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 (谢帝), Yitai Wang (王以太), and Deng Dianguo "DDG" (邓典果DDG). Through their local influence, the curators will help identify, mentor, and spotlight emerging voices from across China, inviting new talent to participate in and contribute to the Def Jam Recordings China ecosystem.

Alongside the launch, Def Jam Recordings China also announced its focus on 'Guofeng Hip-hop', a creative direction developed in close collaboration with Migu, a leading digital content platform under China Mobile. 'Guofeng' is a term widely used within China's creative industries to describe contemporary music that draws from Chinese language, cultural references, and storytelling traditions, while engaging with modern production approaches and global music trends.

This collaboration aligns with Migu's recently announced Guofeng music strategy. Headquartered in Chengdu, Migu brings strong capabilities in digital music services, supported by China Mobile's nationwide user base. Def Jam Recordings China and Migu will work together on music content development, talent discovery and incubation programs, marketing and distribution, live performances, as well as merchandise and street culture–driven expressions, with a shared focus on shaping Guofeng Hip-hop as a distinct creative category and positioning it within the global hip-hop conversation.

Adam Granite, Executive Vice President, Market Development, Universal Music Group, said:
"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. 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. Chengdu is a city where hip-hop culture has grown organically, supported by vibrant youth culture and strong creative community. By bringing Def Jam's legacy and global network into China, we aim to create meaningful opportunities for local artists to connect with audiences worldwide."

Tunji Balogun, Chairman & CEO, Def Jam Recordings, said:
"Def Jam has always been built around dynamic voices — artists who speak directly from their own communities, languages, and lived realities. Def Jam Recordings China continues that tradition by putting local culture at the centre of the music. The goal is not to copy what's worked elsewhere, but to support Chinese artists in defining hip-hop on their own terms, in ways that feel authentic, contemporary, and culturally grounded."

Timothy Xu, Chairman & CEO, Universal Music Group Greater China, said:
"We appreciate the support of the Chengdu government and our partner Migu. Def Jam Recordings China is designed as a platform that provides Chinese hip-hop artists with the tools, services, and global pathways they need to grow. From creative development and production to marketing, distribution, and live performance, we want to support artists at every stage of their journey. Most importantly, we hope to help Chinese HipHop and urban music travel beyond China — reaching international audiences while staying true to its cultural roots."

Zhu Hong, Chairman of Migu Music, said: "Guofeng has become a vital expression within China's contemporary music landscape and an important driver of cultural innovation. Through our collaboration with Universal Music China, Migu Music aims to develop a distinctive Guofeng hip-hop brand that blends international influence with China's evolving youth culture. By leveraging global distribution, we seek to bring Guofeng music more broadly, while supporting Chengdu's development as an international city of music and the global impact of Chinese music culture."

Def Jam Recordings China was officially unveiled at a launch event held at Eastern Suburb Memory in Chengdu, a landmark cultural and creative district known for transforming industrial heritage into a vibrant hub for music, art, and youth culture. The event featured a curated exhibition celebrating Def Jam's 40-year legacy, alongside participation from key figures across China's hip-hop community — including artists, label founders, designers, venue operators, and cultural leaders — who gathered to witness the beginning of Def Jam's new chapter in China.