Universal Music 'Go East' for Chinese market

Universal Music China has launched a new International Cooperation Department to provide a one-stop service for international artists seeking to develop their careers in China and enter the Chinese market. The department was officially introduced during a launch event in Beijing on Jan. 22, attended by Universal Music partners.

Universal Music executives, artists and industry partners pose for a group photo at a promotion event for international cooperation in Beijing, Jan. 22, 2026. [Photo courtesy of Universal Music China]

"From the perspective of music consumption, China is already the world's third-largest music market, and the performance market has continued to flourish in recent years. Overseas artists are full of anticipation for this magical Eastern market." These words come from Timothy Xu, chairman and CEO of Universal Music Group Greater China. He also explained that with the rapid rise of the Chinese music market, an increasing number of international artists are entering it at an unprecedented pace.

The newly formed department aims to build what the company calls "a cooperative bridge." Its mandate is to provide end-to-end operational and commercial support for international artists. It will leverage local partnerships and global project management expertise, with the goal of fostering long-term development in the Chinese market. Despite being operational for only three months, the team has already secured trust from international labels and recognition from local partners, Xu said.

A flagship case for this approach is Mickey Guyton, Universal Music's country star. Her participation in China's popular TV competition "Singer 2025" is now viewed as a benchmark for international artist entry. Speaking at a panel, Guyton attributed her successful breakthrough to the inclusive welcome from Chinese audiences and the precise, professional support from Universal Music's local team. Following a significant rise in her popularity, Guyton commenced a concert tour in China on Jan. 23.

The event also served as a platform for Universal Music's global executives to present future plans directly to Chinese partners. Leaders from prestigious labels like Deutsche Grammophon and the Republic Collective, alongside market heads from the UK, Thailand, and Vietnam offices, outlined their 2026 artist rosters and content strategies. These span a wide spectrum of genres, including classical, pop, soul, and electronic music.

Universal Music China also previewed a prospective roster of nearly 30 international acts that may perform in China in 2026. The list features global stars such as Andrea Bocelli, Imagine Dragons, John Legend, and Carly Rae Jepsen, alongside emerging talents like Stella Cole and Olivia Dean, representing a diverse array of regions from Europe and America, to Japan and Southeast Asia.

"We are pleased to see companies like Universal Music, with their international resources and local experience, play a bridging role and explore more replicable and sustainable cooperation models for the industry," said Ao Ran, executive vice chairman and secretary-general of the China Audio-Video and Digital Publishing Association.

Members of the International Cooperation Department of Universal Music China make their appearance at the promotion event for international cooperation in Beijing, Jan. 22, 2026. [Photo courtesy of Universal Music China]

The event's theme, "Go East," was personally coined by Timothy Xu. It plays on the title of the Pet Shop Boys' famous song "Go West," symbolizing a shift in cultural and commercial focus from West to East. The phrase also functions as a bilingual pun in Mandarin, where it is pronounced similarly to "gouyisi," a colloquial term meaning "You're true friends." Xu stated this dual meaning reflected the spirit of the gathering, which brought together "true friends" from across the industry.

These partners included leaders from industry associations, all major digital music and social media platforms, performance and music festival companies, ticketing agencies, broadcasters, and film studios. Their presence underscored the collaborative ecosystem required for international market entry.

Industry leaders explored both the opportunities and challenges shaping the market during a series of panel discussions. Hung Tik, CEO of CMC Live Entertainment, underscored persistent issues such as unclear supply chains and inflated pricing in China's live entertainment sector. He noted a growing preference among promoters to collaborate directly with reputable source companies, including Universal Music. Meanwhile, Shine Zhou, vice president of AEG Presents Asia, emphasized the market's enormous potential and long-tail effect, pointing to Katy Perry's successful tour last year as a testament to its promise.

A panel of industry leaders and experts explore the points of entry for overseas artists in China during the Universal Music China's promotion event for international cooperation in Beijing, Jan. 22, 2026. [Photo courtesy of Universal Music China]

The strategic launch was punctuated by live performances that offered a glimpse into Universal Music's artistic pipeline. The lineup included young Chinese guzheng player Yang Yang, Thai indie-pop duo LANDOKMAI, Canadian singer Lauren Spencer Smith, German-Korean pianist Gina Alice, and rising Chinese-American pop star Sunkis.

The promotion event marks the operational launch of Universal Music China's "Go East" strategy. The company stated this initiative is designed to inject new momentum into local performance and content industries. The ultimate goal is to enhance the Chinese music sector's global participation and standing. 

Other recent moves by Universal Music in China include establishing the Def Jam China label in Chengdu, Sichuan province.