Universal Music Greater China (UMGC) announced a deal on Oct. 18 to distribute music globally from contestants on the popular Chinese rap competition show "The Rap of China 2024."

The agreement with iQiyi, China's leading online entertainment platform, gives Universal exclusive rights to release new music from the show's contestants worldwide. Universal will also provide support services to the artists.

A poster for Universal Music's deal with "The Rap of China 2024," showcasing outstanding contestants. [Photo courtesy of Universal Music Greater China]

"The Rap of China," produced by iQiyi, is the first Chinese reality show with a narrative-driven episodic format, showcasing young Chinese rap talent. Since its debut in 2018, the show has sparked a nationwide rap craze and become a cultural phenomenon in China. As one of the country's most successful youth culture brands in recent years, "The Rap of China" has launched the careers of numerous rap artists.

"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," said Timothy Xu, chairman and CEO of UMGC. "We eagerly anticipate 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."

The latest season, which ran from early May to late July, showcased notable contestants, including ALAMEI, C2C, DANNY K, ErWan and Oliver Jiang. Universal Music Group (UMG) will distribute all future releases from these artists globally. To support this partnership, UMGC has formed a specialized team offering comprehensive assistance in talent development, artist management, marketing and merchandise development.

Zuo Jin, chief director of "The Rap of China," said this season has displayed exceptional talent and creativity. He called the new partnership with UMG a strong indication of the show's influence and broad appeal.

"Embracing an international vision from the start, we set up global auditions that attracted over 500 young artists from around the world," Zuo said. "With UMG's deep local expertise and expansive global infrastructure, I am confident that this collaboration will further enhance our international presence and deliver fruitful outcomes."

UMG will invite the top three finalists from "The Rap of China 2024" — JinJiBeWater_Falcon, XinXiu and HuiZi — to visit its leading global record labels. The tour will include stops at iconic recording studios and meetings with international artists and producers. The experience aims to broaden the finalists' artistic perspectives and foster cross-cultural collaborations.

JinJiBeWater_Falcon, who won "The Rap of China 2024," said he started from scratch, just like many other rappers on the show. "Winning 'The Rap of China' really threw me onto a bigger stage, giving me the opportunity to work with a world-leading music label like UMG," he said. "I look forward to sparking fresh ideas and inspiration with fellow artists, and I hope my journey can open up more possibilities for Chinese rap."