Deal to help Chinese music expand global reach

A landmark strategic distribution agreement was announced by the Universal Music Greater China, a division of the world-leading music company, Universal Music Group, and China's top independent music label, Modern Sky, on Nov 20.

The agreement says that Modern Sky's extensive catalog and roster of artists will be provided with access to Universal Music Group's worldwide distribution network, while also opening doors for collaboration between the two companies, and to elevate and introduce China's original music and vibrant youth culture to international audiences.

Founded in 1997, Modern Sky is a pioneer in China's music scene and a trendsetter within the country's youth culture. The label boasts a massive catalog of original songs, with hundreds of new tracks added each year. For over two decades, Modern Sky has been instrumental in shaping China's indie music movement, producing over 500 albums and working with some of the country's most influential bands and artists, including New Pants, Re-TROS, Second Hand Rose, and Miserable Faith.

In 2009, Modern Sky launched the Strawberry Music Festival. Today, the company organizes over 30 music festivals annually and more than 1,000 performances across China. The company has accelerated its international expansion in recent years by establishing wings in New York, Liverpool and Tokyo.

In making the announcement, Timothy Xu, chairman and chief executive officer of Universal Music Greater China, said: "This collaboration not only broadens the global reach of Chinese music but also highlights the distinct energy and creativity that define China's young generation today. Together, we aim to amplify these voices on the global stage, celebrating the role of Chinese music in today's cultural conversation."

Shen Lihui, founder and CEO of Modern Sky, said: "Joining Universal Music Group's global network and its community of exceptional artists marks an exciting new chapter for us. Through this collaboration, we're thrilled to bring a fresh side of Chinese originality to the world, inviting audiences everywhere to experience the unique energy and cultural depth of China's youth."

Adam Granite, executive vice-president of market development, Universal Music Group, said: "This collaboration not only supports Modern Sky's journey onto the global stage but also opens up opportunities for Universal Music Group's international artists to connect with China's audiences. We are excited to foster this two-way connection, expanding horizons for both Modern Sky and UMG artists around the world."