UMG is now managing 130+ artists in Southeast Asia
Common Music Group‘s workforce is now managing greater than 130 artists throughout Southeast Asia.
That’s in response to Adam Granite, CEO of UMG’s Africa, Center East and Asia (AMEA) division, who mentioned the area is “one of many key epicenters for world virality”, with “a variety of world songs and hits” beginning there.
UMG has expanded its skilled artist administration capabilities within the area in recent times, alongside extra enlargement in its heartlands of recorded music and music publishing.
Granite was talking in a hearth session titled “Music is Common, A Have a look at the Area’s Thrilling Musical Future” on the Music Issues strand of the All That Issues convention on the Hilton Singapore Orchard on Monday (October 5).
UMG says labels face an “ever-increasing want” to evolve their provide to artists and songwriters, and Granite mentioned artist administration was the service most missing within the area.
“One of many issues we observed throughout this part that was actually missing right here was the administration service,” mentioned Granite. “You understand, I feel gone are the times the place you’ll do a conventional ‘360’ deal and the report label would present up on album launch date.
“Right now we expect these offers ought to most likely be known as ‘365’ offers as a result of it’s actually about being there all year long for these artists. Throughout South-East Asia we’re now managers to over 130 artists – that’s us offering a service artists have been asking for.”
“Throughout South-East Asia we’re now managers to over 130 artists – that’s us offering a service artists have been asking for.”
Adam Granite, UMG
Granite final spoke on the Singapore convention in 2019, when he introduced the launch of Def Jam South East Asia and Astralwerks Asia.
“I’ve labored with our SEA CEO Calvin Wong to actually construct out our label infrastructure organically and thru M&A, and strategic partnerships,” he mentioned of the years since.
“I’ve at all times wished us to be deeply embedded in all of the corners of the area as a result of I feel that’s what’s wanted to really perceive the developments, spot rising genres, and take advantage of alternatives. Calvin and I’ve at all times been aligned on having a complete presence.”
Wong is CEO of Common Music Southeast Asia & Korea and SVP, Asia.
In June, UMG took a minority stake in Thai distribution and publishing firm Answer One, following its acquisition of the RS Group recorded music catalog in 2024 and a minority stake in unbiased label What the Duck in March.
Granite additionally pointed to Common Music Singapore’s three-year memorandum of understanding with the Singapore Tourism Board, signed on Could 8.
“Our partnership with the Singapore Tourism Board is a good instance of our function inside the ecosystem,” he mentioned. “We’re serving to create a platform that serves artists and elevates Singapore as a go-to vacation spot.
“Whether or not it’s serving to native artists construct their presence regionally, or American artists attain new audiences, all of it elevates Singapore and the music ecosystem.”
Granite mentioned each music and audiences are driving the area’s development.
“I might say Asia has benefited from the expansion of Okay Pop, J Pop and now C Pop rising from China as nicely, which is admittedly main the way in which,” mentioned Granite. “However I feel what can also be actually driving the expansion right here is you will have such a younger, engaged, cell first demographic, which has actually leapfrogged the house broadband part of penetration and that has led to a hyper social, extremely engaged financial system.”
He added: “For instance, 5 South East Asian markets alone account for 1.2 billion platform MAUs – an outsized footprint for a area with a inhabitants akin to Europe, and Indonesia has probably the most MAUs on this planet for TikTok, which is fairly unbelievable.”
“This area has a hyper cell, socially engaged viewers and is likely one of the key epicenters for world virality,” Granite mentioned. “And also you see a variety of world songs and hits begin on this a part of the world and that actually opens up thrilling alternatives as a result of it’s not simply the artists on this a part of the world which have observed clearly. International superstars now look to this area and lean in right here.
“And truly what that then results in is a wholesome two-way avenue which is rising the place you will have these western artists who’re partaking with these markets to faucet into that virality. However the native market can then additionally have interaction with these Western artists to assist construct audiences abroad too. So it’s a extremely wholesome two manner avenue that’s evolving.”
“5 South East Asian markets alone account for 1.2 billion platform MAUs – an outsized footprint for a area with a inhabitants akin to Europe.”
Adam Granite, UMG
“This repertoire is now touring the world like by no means earlier than,” mentioned Granite. “We noticed it with reggaeton, we noticed it with Okay pop. Language just isn’t the barrier it was.
“Right here’s an ideal instance: the quantity two market on this planet for Vietnamese repertoire is the US. You understand, that merely wasn’t attainable earlier than streaming. Unimaginable.”
Granite added: “We’re seeing whole new genres and subgenres rising proper earlier than our eyes. It’s an indication of the dynamism of the music ecosystem that entire new subgenres are growing as we communicate.”
“The gatekeepers are gone – Kpop has damaged down the boundaries for repertoire from this area touring the world,” mentioned Granite.
The session adopted a efficiency by Malaysian woman group DOLLA, signed to Common Music Malaysia.
UMG describes DOLLA as Malaysia’s primary idol group. The trio are because of carry out at The A Competition in Paris on October 24 and 25.
On generative AI, Granite mentioned it’s nonetheless too early to guage the expertise.
“Properly first, let’s not name the sport within the second inning – it’s nonetheless very early days for this expertise,” mentioned Granite. “Around the globe I hear followers say they wish to hear actual music, by actual artists, they usually wish to expertise that in actual life.
“I feel the way forward for music will stay as it’s immediately – targeted on human artistry. However we expect genAI is a chance – for us and for artists.”
Granite added: “I wish to say that we imagine deeply that the longer term is centered round human artistry. And we’re very fortunately working with a few of the most vital companions in music on this planet and expertise companions on this planet who share that perception.
“Firms like Spotify, Nvidia, and ElevenLabs, which is a brand new partnership we simply introduced. So actually targeted on an artist centric future.”
UMG introduced a multi-year licensing settlement with ElevenLabs on September 10, underneath which ElevenLabs will launch an AI-powered music platform for followers.
Requested about AI slop, Granite mentioned: “AI presents a problem right here. We have now to work with companions and the complete trade to make sure that the ecosystem stays wholesome.
“And meaning being clear on our expectations with distributors and dealing with our companions and the platforms to make sure that the longer term just isn’t stuffed with slop.”
UMG sued DistroKid on September 15, alleging that the distributor is “flooding platforms with AI-generated ‘slop’”.
DistroKid was among the many distributors that had not signed the IFPI‘s Streaming Integrity Initiative on the time of its launch on September 14.
Granite closed: “We could wish to rename this a part of the convention Human Music Issues!”Music Enterprise Worldwide
