UNIVERSAL MUSIC GROUP ANNOUNCES STRATEGIC GLOBAL AGREEMENT WITH CHINA’S LEADING MUSIC LABEL MODERN SKY
UNIVERSAL MUSIC GROUP ANNOUNCES STRATEGIC GLOBAL AGREEMENT WITH CHINA’S LEADING MUSIC LABEL MODERN SKY
New Deal Covers Thousands of Original Songs from Iconic Bands and Artists from across China, Including New Pants, Re-TROS, Second Hand Rose, Miserable Faith, Xie Tianxiao, Wutiaoren, Sound Fragment, Ma Di, Tizzy T, among others
L-R. Timothy Xu, Shen Lihui, Adam Granite
SANTA MONICA/BEIJING, NOVEMBER 20, 2024 – Universal Music Greater China (UMGC), a division of Universal Music Group (UMG), the world leader in music-based entertainment, together with Modern Sky, China’s prestigous independent music label, today announced a landmark strategic distribution agreement, that will provide Modern Sky’s extensive catalog and roster of artists with access to UMG’s worldwide distribution network, while also opening doors for expanded collaboration between the two companies, and to elevate and introduce China’s original music and vibrant youth culture to international audiences.
Founded in 1997, Modern Sky is a pioneer in China’s music scene and a trendsetter within the country’s youth culture. The label boasts a massive catalog of original songs, with hundreds of new tracks added each year. For over two decades, Modern Sky has been instrumental in shaping China’s indie music movement, producing over 500 albums and working with some of the country’s most influential bands and artists, including New Pants, Re-TROS, Second Hand Rose, Miserable Faith, Xie Tianxiao, Wutiaoren, Sound Fragment, Zhang Qiang, Ma Di, Yao Shisan, A Si, Yico Zeng, Tizzy T, BooM, KAFE.HU, P.K.14, Sober, Zuoxiao Zuzhou, Supermarket, Glamorous Pharmacy, The Dada, MRSEATURTULE, Mosaic, Queen Sea Big Shark, SPARROW, MERCADER, TheFallacy, The Big Wave, Muma, Joy Side, and others.
Currently, Modern Sky is home to a roster of over 150 acts, including emerging talents who have broken onto the scene in recent years, such as Matt Lv, Click #15, Aflou, DOUDOU, Frankfurt Helmet, Shii, with a more diverse range of musical genres and an increasingly global perspective, embodying the dynamic voices of China’s young generation.
In 2009, Modern Sky launched the Strawberry Music Festival, becoming China’s first large-scale outdoor music festival. Today, the company organizes over 30 music festivals annually and more than 1,000 performances across China.
In making the announcement, Timothy Xu, Chairman and Chief Executive Officer of Universal Music Greater China, said, “We are thrilled to collaborate with Modern Sky, a label that has been instrumental in defining China’s independent music culture and propelling it forward. This collaboration not only broadens the global reach of Chinese music but also highlights the distinct energy and creativity that define China’s young generation today. Together, we aim to amplify these voices on the global stage, celebrating the role of Chinese music in today’s cultural conversation.”
Shen Lihui, founder and CEO of Morden Sky, said, “At Modern Sky, we’ve always embraced an independent spirit and a forward-looking vision, committed to reflecting the cultural identity of China’s younger generation. Joining UMG’s global network and its community of exceptional artists marks an exciting new chapter for us. Through this collaboration, we’re thrilled to bring a fresh side of Chinese originality to the world, inviting audiences everywhere to experience the unique energy and cultural depth of China’s youth.”
Modern Sky has accelerated its international expansion recent years by establishing divisions in New York, Liverpool, and Tokyo. In 2014, its first international music festivel Modern Sky Music Festival was held in Central Park, New York, and has since hosted events in cities like Helsinki, Seattle, Los Angeles, and Toronto. In 2025, the Strawberry Music Festival will debut in Tokyo, with plans for further expansion into more international cities.
Adam Granite, Executive Vice President, Market Development, Universal Music Group, added, “Modern Sky’s international reach and commitment to amplifying diverse Chinese voices make this partnership an exciting opportunity. This collaboration not only supports Modern Sky’s journey onto the global stage but also opens up opportunities for UMG’s international artists to connect with China’s audiences. We are excited to foster this two-way connection, expanding horizons for both Modern Sky and UMG artists around the world.”
About Modern Sky
Founded in 1997, Modern Sky is China’s leading original music record company and highly regarded music lifestyle operating organization, but also a highly influential youth cultural enterprise.It has multiple subsidiary labels covering various sectors such as music publishing, artist management, live music, performance venues, recording and production, visual arts, retail and commercial spaces.
Modern Sky is committed to establishing a comprehensive and the operational mode of the three-dimensional “music + lifestyle” relies on sharp intuition and a new way of thinking to grasp the future direction and influence youth culture. Create a good environment for the development of original music.
About Universal Music Group
At Universal Music Group, we exist to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content. Featuring the most comprehensive catalogue of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information on Universal Music Group visit www.universalmusic.com.
