US hip-hop label Def Jam launches China division in Chengdu

Def Jam will launch a division in Chengdu, China's hip-hop capital, Universal Music announced. Photo / 123rf

Def Jam, the influential US record label, will launch a division in the “capital of Chinese hip-hop” Chengdu, its parent company Universal Music announced, in a vote of confidence for China’s music scene.

The New York-based label worked on the first records of Public Enemy and Beastie Boys, as well as some albums from Jay-Z and Kanye West – all mainstays of American hip-hop.

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“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,” Adam Granite, executive vice president of market development at Universal Music, said in a statement.

“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.”

Def Jam has also worked with African and European artists through its regional divisions.

Chengdu is China’s fourth-largest city and the capital of southwestern Sichuan province, home to the country’s iconic giant pandas.

Chengdu is “widely recognised for its vibrant music ecosystem and deep-rooted hip-hop culture”, Universal Music wrote in a press release.

Higher Brothers, known for blending Mandarin and the local dialect, is one of the main hip-hop groups originating from the city.

Def Jam will work with three acclaimed Chinese rappers – Xie Di, Yitai Wang and Deng Dianguo “DDG” – to help identify and mentor emerging artists.

– Agence France-Presse