China's independent music label Modern Sky announced on Nov. 21 that it has signed a landmark strategic distribution agreement with Universal Music Greater China. The agreement aims to introduce Chinese music and vibrant youth culture to a wider international audience.

(From left to right) Timothy Xu, chairman and CEO of Universal Music Greater China, Shen Lihui, founder and CEO of Modern Sky, and Adam Granite, executive vice president of Market Development of Universal Music Group, pose for a photo. [Photo courtesy of Universal Music Group]

Through a division of Universal Music Group (UMG), the deal gives Modern Sky's catalog and artists access to UMG's global distribution network, while also paving the way for future collaborations between the two companies.

"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," said Timothy Xu, chairman and CEO of Universal Music Greater China, "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 Modern Sky, echoed Xu's enthusiasm, saying that the indie music label has "always embraced an independent spirit and a forward-looking vision" and is dedicated to portraying China's youth culture to the world. "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," Shen added. 

Founded in 1997, Modern Sky is a pioneer in China's local music scene and a trendsetter within the country's youth culture. The label has a vast catalog of original works, adding hundreds of new tracks each year. Since its beginning, Modern Sky has produced over 500 albums and has worked with influential Chinese bands and international musicians, such as the Chinese post punk trio Re-TROS and the UK-based indie pop artist Abbie Ozard. 

Modern Sky currently represents over 150 acts from a diverse range of musical genres, including emerging talents like Matt Lv, Click #15, Aflou and DOUDOU. 

Besides producing and distributing recorded music, the label also organizes live performances and festivals. In 2009, it launched the Strawberry Music Festival, China's first large-scale, open-air music festival, and now organizes over 30 festivals and 1,000 performances annually across the country.

The Chinese music label has accelerated its international reach in recent years by establishing divisions in New York, Liverpool and Tokyo. In 2014, it held its first international event, the Modern Sky Music Festival, in Central Park, New York, and has since hosted festivals in cities like Helsinki, Seattle, Los Angeles and Toronto. In 2025, the Strawberry Music Festival will debut in Tokyo.

"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," stated Adam Granite, executive vice president of UMG's Market Development.

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