Universal Music Greater China (UMGC) has launched Def Jam Recordings 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,” said a statement.
With the launch of Def Jam Recordings China, UMG is extending the label’s legacy by creating a dedicated platform for Chinese hip-hop, while connecting them with audiences around the world.
Def Jam Recordings China will be located in Chengdu, widely regarded as the capital of Chinese hip-hop and a cultural powerhouse in Southwest China.
“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,” added the statement.
It follows the expansion of the brand to India in 2022.
Def Jam Recordings China was officially unveiled at a launch event held at Eastern Suburb Memory in Chengdu. The event featured a curated exhibition celebrating Def Jam’s 40-year legacy, alongside participation from key figures across China’s hip-hop community.
Three Chinese rappers were unveiled as special guest curators: Xie Di, Yitai Wang and Deng Dianguo “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’ describes contemporary music that draws from Chinese language, cultural references and storytelling traditions, while engaging with modern production approaches and global music trends.
Def Jam Recordings China and Migu will work together on music content development, talent discovery and incubation programs, marketing and distribution, as well as live performances and merchandise.
The goal is support Chinese artists in defining hip-hop on their own terms, in ways that feel authentic, contemporary and culturally grounded
Tunji Balogun
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 a 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.”
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