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

Universal Music Group has formally introduced its iconic hip-hop brand to the Chinese market with the establishment of Def Jam Recordings China. Based in Chengdu, a city renowned as the nation's epicenter for hip-hop culture, this new division will focus on discovering and developing local artists who express contemporary experiences through a distinctly Chinese lens. The launch represents a significant pillar in Universal's long-term strategy for Greater China, marking a substantial corporate investment in a genre that has rapidly ascended from the underground to the mainstream over the past decade.

The decision to headquarter the label in Chengdu is a strategic one, leveraging the city's dense concentration of artists, studios, and venues. Chengdu's status as a cultural hub extends beyond music; its vibrant street art and youth culture scenes create a fertile environment for cross-disciplinary innovation. To ensure authentic connections within this community, Def Jam China has enlisted three major local rappers—Xie Di, Yitai Wang, and Deng Dianguo (DDG)—as special guest curators. Their mandate is to identify and mentor emerging talent across the country, grounding the label's artist development in genuine scene expertise.

A cornerstone of the venture is a comprehensive partnership with Migu, the digital music platform owned by state telecommunications leader China Mobile. Together, they aim to pioneer a new subgenre termed "Guofeng Hip-hop," which seeks to blend traditional Chinese artistic elements, storytelling, and instrumentation with modern hip-hop production. This collaboration with the Chengdu-based platform is multifaceted, encompassing co-creation of content, joint talent incubation, and shared marketing and distribution systems. Industry observers see this as a model for deeper market integration; as media analyst Li Wen noted, "This moves beyond mere licensing. It's a co-investment in defining a localized musical identity, which is crucial for long-term success in China's unique media landscape."

Universal Music executives emphasized the global significance of the move. Adam Granite, the group's Executive Vice President of Market Development, called China "one of the most critical and fast-evolving music markets globally," adding that the launch underscores a commitment to the region's creative future. Def Jam Recordings Chair and CEO Tunji Balogun echoed this, framing the mission as empowering Chinese artists to shape the genre according to their own authentic narratives and cultural context. The label's establishment follows Universal's recent multi-year licensing renewal with Chinese tech firm NetEase, illustrating a dual approach of strengthening both distribution partnerships and on-the-ground creative operations.

The new division was unveiled at an event in Chengdu's Eastern Suburb Memory, a sprawling arts district transformed from former industrial factories. The occasion featured an exhibition chronicling Def Jam's influential 40-year history, connecting its legacy to its future in China. Timothy Xu, Chair and CEO of Universal Music Greater China, outlined a full-service vision for the label, spanning artist development, production, and worldwide promotion. "Our ultimate goal," Xu stated, "is to facilitate a two-way cultural exchange: helping Chinese hip-hop resonate on the world stage while ensuring it remains deeply rooted in the stories and sounds of its origin."