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

Liu Huan, born in Tianjin, has been a influential figure in Chinese pop music for four decades, creating numerous studio albums, film soundtracks, and notable collaborations. Despite his massive popularity in China, his current global reach remains modest with approximately 25,000 monthly Spotify listeners.

The agreement aims to:

• Preserve Liu's musical legacy
• Expand his international presence
• Promote Chinese culture globally through music

Adam Granite, UMG EVP of market development, emphasized their commitment to championing local artistry and creating a diverse global music culture. Liu expressed confidence that the partnership will enhance his work's reach and help showcase Chinese culture to international audiences.

This deal is part of Universal Music's broader expansion in China's rapidly growing music market. Recent initiatives include:

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

The collaboration comes amid China's thriving music sector, which saw 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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