Recognising that, Universal Music Group (UMG), the world leader in music-based entertainment, announced an expansion of its recorded music operations across Southeast Asia (UMG SEA) with the launch of two new flagship label divisions.
First, we have Def Jam Southeast Asia, which focuses on the vibrant hip hop scene within the region, as well as Astralwerks Asia, a modern, artist-first label with a true focus on nurturing talent within Asia across the electronic genre and beyond.
Besides that, UMG SEA also announced plans to extend its focus and commitment to the local language and domestic repertoire to give music fans the best music experience throughout the region.
Last but not least, the management launched Ingrooves and We're all aware that Southeast Asia is filled with musical talent, especially with the myriad of cultures available in this part of the world.
To celebrate the launch of Def Jam Southeast Asia, six of the biggest rappers from the region were announced as the inaugural signings to the label, including Joe Flizzow from Malaysia, Daboyway from Thailand, Yung Raja from Singapore, Fariz Jabba from Singapore, ALIF from Singapore, and A.Nayaka from Indonesia.
The Def Jam SEA announcement was followed by a party where the rappers came together to perform an unannounced freestyle cypher together.
These are exciting times ahead for the hip hop and rap culture across Southeast Asia!