Def Jam China launched for global pathways for Chinese hip-hop rooted in local culture

Universal Music Greater China announced the launch of Def Jam Recordings China in Chengdu, Sichuan province, on Jan. 20, creating a dedicated platform for Chinese hip-hop and urban music.

Timothy Xu, chairman & CEO of Universal Music Group Greater China, and Adam Granite, executive vice president, market development of Universal Music Group, pose for a photo at the launch event of Def Jam Recordings China in Chengdu, Sichuan province, on Jan. 20, 2026. [Photo courtesy of Universal Music Greater China]

Founded over four decades ago, the iconic label Def Jam Recordings has been at the cutting edge of hip-hop culture, playing a defining role in shaping the genre as a global cultural force. It has consistently served artists whose voices are rooted in their own communities, lived experiences, and cultural realities.

Universal Music Group now extends this legacy with the launch of its China label. It promises to support artists who express contemporary local stories through their own language, culture, and perspective, while connecting them with larger audiences around the world.

"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 vice president of market development at Universal Music Group. At the launch event in Chengdu, Sichuan province he went on to say, "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. By bringing Def Jam's legacy and global network into China, we aim to create meaningful opportunities for local artists to connect with audiences worldwide."

Def Jam Recordings China will be headquartered in Chengdu, a city widely regarded as the capital of Chinese hip-hop and a cultural powerhouse in southwest China. As one of China's leading live entertainment markets and an emerging international cultural center, Chengdu is already known for its vibrant music ecosystem but offers a fertile environment where street culture, live performance, and creative communities intersect, making it a natural home for Def Jam's China operations.

Tunji Balogun, chairman & CEO of Def Jam Recordings, explained that the label has always been built around dynamic voices. The China division will continue the tradition by putting local culture at the center of its music. "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, chairman & CEO of Universal Music Group Greater China, added that with the support of the Chengdu government and its partner Migu, Def Jam Recordings China is designed as a platform that provides Chinese hip-hop artists with the tools, services, and global pathways they need to grow. "From creative development and production to marketing, distribution, and live performance, we want to support artists at every stage of their journey. Most importantly, we hope to help Chinese hip-hop and urban music travel beyond China, reaching international audiences while staying true to its cultural roots," the executive noted.

In recognition of the city's long-standing hip-hop community, Def Jam Recordings China announced at the launch event that three acclaimed Chinese rappers would serve as special guest curators: Xie Di, Yitai Wang, and Deng Dianguo "DDG". Through their local influence, the curators will help identify, mentor, and spotlight emerging voices from across China, inviting new talent to participate in and contribute to the Def Jam Recordings China ecosystem.

Universal Music executives and three Chinese rappers who would serve as special guest curators, pose for a photo at the launch event of Def Jam Recordings China in Chengdu, Sichuan province, on Jan. 20, 2026. [Photo courtesy of Universal Music Greater China]

Alongside the launch, Def Jam Recordings China also announced its focus on "Guofeng Hip-hop," a creative direction developed in close collaboration with Migu, a leading digital content platform under China Mobile. It boasts a library of over 40 million licensed tracks and serves more than 160 million users. "Guofeng" is a term widely used within China's creative industries to describe contemporary music that draws from Chinese language, cultural references, and storytelling traditions, all while engaging with modern production approaches and global music trends.

Def Jam Recordings China and Migu will work together on music content development, talent discovery and incubation programs, along with marketing and distribution, live performances, as well as merchandise and street culture-driven expressions.

The launch event also featured a curated exhibition celebrating Def Jam's 40-year legacy and participation from key figures across China's hip-hop community — who gathered to witness the beginning of Def Jam in China.