Universal Music Greater China (UMGC) has secured an exclusive global agreement with Liu Huan, widely known as the "King of Chinese Pop." This comprehensive multi-year deal marks the first time Liu's recording and publishing rights will be united under one company.

Liu Huan, the Tianjin-born artist, has been instrumental in shaping Chinese pop music for four decades through his studio albums, film soundtracks, and collaborations. Despite his iconic status in China, Liu currently has around 25,000 monthly listeners on Spotify, highlighting significant potential for international growth.

The partnership aims to:

• Preserve Liu's musical legacy
• Expand his global reach
• Amplify Chinese music's cultural impact worldwide

UMG EVP Adam Granite emphasized the company's commitment to promoting local artistry and diversifying global music culture. Liu expressed confidence that this collaboration would enhance his work's reach and help showcase Chinese culture through music to international audiences.

This deal follows UMGC's recent expansion initiatives in China's rapidly growing music market, including:

• Launch of Universal Music China Greater Bay Area (UMCGBA)
• Exclusive rights acquisition for iQIYI's The Rap of China
• Partnership with Modern Sky

The agreement reflects the growing importance of China's music sector, which experienced double-digit growth in 2023. Universal Music joins other major labels like Warner Music and Believe in strengthening their presence in the 1.4 billion-strong Chinese market.

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