Universal Music Greater China (UMGC) has established a strategic partnership with iQIYI to globally distribute music from contestants of 'The Rap of China 2024', one of China's most influential hip-hop reality shows.

The agreement includes comprehensive support for signed contestants, with the top three finalists receiving exclusive opportunities to visit UMG's global music labels and renowned studios to develop international collaborations.

'The Rap of China', which first aired in 2018, has become a cultural phenomenon as China's first narrative-driven hip-hop reality show. The 2024 season, running from May to July, features notable contestants including A.A. Three, ALAMEI, C2C, Danny K, and many others, whose music will now be distributed worldwide through UMG.

Timothy Xu, Chairman and CEO of Universal Music Greater China, emphasizes the partnership's significance: "This collaboration reaffirms our commitment to nurturing Chinese rap talent and extends their global reach, bridging cultural gaps and enriching the international music landscape."

Zuo Jin, Chief Director of 'The Rap of China 2024', notes that the show attracted over 500 young artists from around the world through global auditions. The partnership with UMG aims to enhance the show's international presence and create opportunities for cross-cultural musical collaboration.

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