Def Jam Recordings China Launches in Chengdu, Partners With Migu on ‘Guofeng Hip-Hop’

Universal Music Greater China has established Def Jam Recordings China, marking the iconic hip-hop label’s entry into the Chinese market with headquarters in Chengdu, a city recognized as the country’s hip-hop capital.

The move extends Def Jam’s 40-year legacy into China’s growing urban music scene, with the new division focused on developing local hip-hop and supporting artists who express contemporary stories through Chinese language and culture. Universal Music Group positions the launch as part of its long-term Greater China market strategy.

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Chengdu’s selection as headquarters reflects the southwestern city’s established hip-hop community and live entertainment infrastructure. The city serves as both a creative hub and emerging international cultural center where street culture and live performance intersect.

To support artist development, Def Jam Recordings China has named three prominent Chinese rappers as special guest curators: Xie Di, Yitai Wang, and Deng Dianguo “DDG.” The curators will help identify and mentor emerging talent across the country.

The label is partnering with Migu, a digital content platform under China Mobile, to develop “Guofeng Hip-hop” — a creative direction that blends Chinese cultural references and storytelling traditions with contemporary production and global music trends. The collaboration with the Chengdu-based platform encompasses content development, talent incubation, marketing, distribution, live performances and merchandise.

“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,” said Adam Granite, executive VP of market development at Universal Music Group. “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.”

Tunji Balogun, chair and CEO of Def Jam Recordings, said the Chinese division continues the label’s tradition of amplifying voices from specific communities. “The goal is not to copy what’s worked elsewhere, but to support Chinese artists in defining hip-hop on their own terms, in ways that feel authentic, contemporary, and culturally grounded,” he said.

Timothy Xu, chair and CEO of Universal Music Group Greater China, emphasized the platform’s comprehensive artist services spanning creative development, production, marketing, distribution and live performance. “Most importantly, we hope to help Chinese HipHop and urban music travel beyond China – reaching international audiences while staying true to its cultural roots,” he said.

The label was unveiled at an event at Eastern Suburb Memory, a Chengdu cultural district that has transformed industrial heritage into a creative hub. The launch featured an exhibition celebrating Def Jam’s four-decade history, with participation from Chinese hip-hop artists, label founders, designers and venue operators.

Universal Music and NetEase recently unveiled a multi-year licensing deal for China.