Warner Music China is expanding JUUICE, its mainland-born hip-hop imprint, across the Greater China region.
This strategic move will see WM China extend its focus on the hip-hop scene within the territory.
Further to JUUICE’s expansion, the first flagship artist to join will be Chinese hip-hop star Bohan Phoenix.
JUUICE is also currently home to artists including Ty. and Deng Dian Guo.
Bohan Phoenix was born in the Chinese province of Hubei, but spent much of his youth in the United States, where he started rapping at the age of 13.
After studying at New York University, Bohan Phoenix moved back to Chengdu. There, he played an role in the development of the local music scene and collaborated with prominent artists including Higher Brothers and Vava.
“I’m thrilled to join Warner Music China and the JUUICE family.”
Bohan Phoenix
Bohan Phoenix stated: “I’m thrilled to join Warner Music China and the JUUICE family.
“They work with some of the greatest talents in the genre, and I’m so excited to become part of the roster. I can’t wait to continue my work building bridges between East and West through music in the months and years to come.”
“It is a great privilege to be able to work with him as he prepares to launch and showcase his music to the world.”
Jonathan Serbin, Warner Music Asia
Jonathan Serbin, CEO of Greater China for Warner Music Asia, added: “We are very pleased to welcome Bohan Phoenix to the Warner Music family.
“He is a true original and boasts one of the most exciting voices of the Chinese diaspora. He brings to the art his experiences from both the East and the West, capturing the dichotomy of his multi-cultural, bilingual upbringing.
“It is a great privilege to be able to work with him as he prepares to launch and showcase his music to the world.”
Added Serbin: “We are delighted to announce the expansion of JUUICE across Greater China. Already a force in the mainland, we are now leveraging the resources of our other affiliates, Hong Kong and Taiwan, to fuel JUUICE’s ability to promote its roster across a wider network in Asia.
“JUUICE artists will benefit from Warner Music’s integrated marketing and promotion efforts across the region, enabling them to accelerate their careers by reaching the widest audience possible.”
“Hip-hop and rap is one of the fastest growing segments in the Asian music markets.”
Simon Robson, President, International, Recorded Music, Warner Music Group, said: “Hip-hop and rap is one of the fastest growing segments in the Asian music markets.
“JUUICE is already a respected and credible label in China, now we want to support the best talent throughout Greater China, as well as Chinese-speaking artists from around the world, and raise their profile globally.”Music Business Worldwide
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