Def Jam China Launches as Global Expansion Continues

Def Jam is officially expanding its global reach with a major new chapter in Asia.

For, Universal Music Greater China has announced the launch of Def Jam China, headquartered in Chengdu, a city widely regarded as the cultural heart of Chinese Hip-Hop.

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The seismic move marks a significant milestone for the iconic Hip-Hop label, creating a dedicated platform designed to support Chinese Hip-Hop and Urban-flavored acts while connecting them to global audiences.

According to the music juggernaut, Chengdu was chosen for its thriving music ecosystem, strong youth culture, and long-established street and live performance scenes.

As part of the launch, acclaimed rappers Xie Di, Yitai Wang, and Deng Dianguo “DDG” have been named Special Guest Curators, tasked with helping identify, mentor, and spotlight emerging talent across China.

The initiative also introduces a focus on ‘Guofeng Hip-Hop’, a creative direction developed in collaboration with digital platform Migu, blending modern Hip-Hop with Chinese language, storytelling, and cultural influences.

Adam Granite, Executive Vice President, Market Development, Universal Music Group, said of the venture:

“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, 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, added:

“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, concluded:

“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.”

The label was officially unveiled at a launch event held at Chengdu’s Eastern Suburb Memory cultural district.

With the global music market becoming more culturally rich and interconnected than ever, this serves as another bold step in drawing audiences together and championing sounds and talent on a worldwide scale.