Universal Music Greater China, a division of Universal Music Group, announced on Sept. 24 the launch of Universal Music China Greater Bay Area, a new label division covering the Guangdong-Hong Kong-Macao Greater Bay Area in China.

Night view of Luohu district in Shenzhen, south China's Guangdong province. The Guangdong-Hong Kong-Macao Greater Bay Area is one of China's most open and economically vibrant regions. [Photo/Xinhua]

The new division, headquartered in Shenzhen, marks the first time a major international music company has established an office specifically focused on serving the Greater Bay Area, home to over 86 million people and one of the world's most populous urban areas.

Gary Chan, managing director of Universal Music Hong Kong and senior vice president of Universal Music Greater China, will lead the new division, aiming to enrich the area's music scene. By embracing its economic and cultural vibrancy, this initiative aims to elevate both the local and global appeal of the region's diverse musical heritage.

"The launch of Universal Music China Greater Bay Area represents a strategic expansion, leveraging the vast market potential and unique cultural atmosphere of the Greater Bay Area," said Timothy Xu, chairman and CEO of Universal Music Greater China. "We eagerly anticipate welcoming the outstanding talents from this region to join us in driving forward the next era of Chinese pop music. In this pursuit, we are setting our sights on transforming the Greater Bay Area into a trendsetting hub that epitomizes creativity, vitality, and connectivity, crafting fresh musical expressions and innovative entertainment experiences."

The Greater Bay Area, which includes nine cities in Guangdong province and the special administrative regions of Hong Kong and Macao, is a significant economic and cultural hub. It contributed 11.1% to China's GDP in 2023 and generates nearly a quarter of the country's music performance revenue. The region's rich Cantonese cultural heritage has profoundly shaped local and Asian pop culture, resonating with audiences worldwide.

The announcement stated that the new label would assemble a "robust" local team to handle marketing, talent scouting and artist management in the area. Its mission is to transform the local music scene "by blending global musical trends with the Greater Bay Area's vibrant and youthful energy." The company noted that this approach leverages the region's musical heritage and entertainment industry, aiming to create unique "experiences that captivate audiences worldwide."

Adam Granite, executive vice president of Market Development at Universal Music Group, said: "Our commitment to the Greater Bay Area is part of Universal Music Group's global strategy to invest in local and regional music scenes, particularly in rapidly growing markets like China. By deepening our roots in local cultures and enhancing support for local artists, we aim to elevate the Chinese music landscape and introduce its unique sounds on the world stage."

Regarding China as a key music market, Universal Music Greater China has already established offices in Beijing, Hong Kong, Shanghai and Taiwan to support growth across the region.