Photo: Courtesy of iQIYI

China's division of Universal Music Group (UMG) has reached a cooperation agreement with the streaming site iQIYI for the show The Rap of China 2024. The world-renowned music studio will exclusively distribute new releases from the signed contestants of The Rap of China 2024, while providing them with an integrated support network. Additionally, the top three finalists will be invited to visit UMG's global music labels and iconic studios, to expand their artistic horizons and foster international collaboration.

"The Rap of China" series is the first Chinese reality program to adopt a narrative-driven episodic format, focusing on young Chinese rap talent. Since its debut in 2018, the show has become a cultural phenomenon in China, sparking a nationwide rap craze. 

The latest season, which aired from early May until late July, featured standout contestants such as A A., A Three, ALAMEI, and Jessie. All upcoming songs from these artists will be distributed globally under the Universal Music banner.

Timothy Xu, chairman and CEO of Universal Music's China division said, "This collaboration not only reaffirms our commitment to nurturing Chinese rap talent but also extends their global reach, bridging cultural gaps and enriching the international music landscape with the dynamic culture of Chinese rap. We eagerly anticipate that this partnership will facilitate collaborations between Chinese rap artists and top international talents, creating groundbreaking musical works that carry their unique cultural signatures and expressions."