US hip-hop label Def Jam launches China division in Chengdu
The New York-based label worked on the first records of Public Enemy and Beastie Boys, as well as some albums from Jay-Z and Kanye West -- all mainstays of American hip-hop.
"China is one of the most important and dynamic music markets in the world today, with a new generation of artists shaping culture both locally and globally," Adam Granite, executive vice president of market development at Universal Music, said in a statement.
"Launching Def Jam Recordings China reflects our long-term commitment to this market and our belief that Chinese hip-hop has a powerful role to play in the global evolution of the genre."
Def Jam has also worked with African and European artists through its regional divisions.
Chengdu is China's fourth-largest city and the capital of southwestern Sichuan province, home to the country's iconic giant pandas.
Chengdu is "widely recognized for its vibrant music ecosystem and deep-rooted hip-hop culture," Universal Music wrote in a press release.
Higher Brothers, known for blending Mandarin and the local dialect, is one of the main hip-hop groups originating from the city.
Def Jam will work with three acclaimed Chinese rappers -- Xie Di, Yitai Wang and Deng Dianguo "DDG" -- to help identify and mentor emerging artists.