From Music Business Worldwide · · 1m 50s
UMG Manages 130+ Southeast Asian Artists
Universal Music Group now manages over 130 artists across Southeast Asia, aiming to boost regional music virality and artist support.
In brief
Universal Music Group now manages over 130 artists across Southeast Asia, aiming to boost regional music virality and artist support. Universal Music Group manages 130+ artists in Southeast Asia, emphasizing 365 deals over traditional 360 deals to support regional music growth. Originally reported by Music Business…
UMG's Southeast Asia Expansion
Universal Music Group now manages more than 130 artists across Southeast Asia, according to Adam Granite, CEO of UMG's Africa, Middle East and Asia division.
“One of the things we noticed during this phase that was really lacking here was the management service”
365 Deals Over 360
Granite emphasized shifting from traditional 360 deals to 365 deals, ensuring artists receive year-round support rather than album release day commitments.
“Today we think those deals should probably be called '365' deals because it’s really about being there throughout the year for those artists”
Regional Music Epicenter
Granite described Southeast Asia as 'one of the key epicenters for global virality' with many global songs and hits originating from the region.
“This region has a hyper mobile, socially engaged audience and is one of the key epicenters for global virality”
Singapore Tourism Partnership
Universal Music Singapore has a three-year memorandum of understanding with the Singapore Tourism Board to elevate Singapore as a go-to destination for artists.
“We’re helping create a platform that serves artists and elevates Singapore as a go-to destination”
AI Music Challenges
Granite warned that AI-generated music could flood platforms with 'slop', urging industry collaboration to ensure healthy ecosystem growth.
“AI presents a challenge here. We have to work with partners and the entire industry to ensure that the ecosystem remains healthy”
UMG's AI Partnership
UMG partnered with ElevenLabs to launch an AI-powered music platform for fans, focusing on artist-centric experiences.
“Companies like Spotify, Nvidia, and ElevenLabs, which is a new partnership we just announced”
DistroKid Lawsuit
UMG sued DistroKid on September 15 for allegedly flooding platforms with AI-generated 'slop' against the IFPI's Streaming Integrity Initiative.
“UMG sued DistroKid on September 15, alleging that the distributor is 'flooding platforms with AI-generated 'slop'”
Regional Market Growth
Five Southeast Asian markets account for 1.2 billion platform MAUs, with Indonesia leading TikTok usage globally.
“Five South East Asian markets alone account for 1.2 billion platform MAUs, an outsized footprint for a region with a population comparable to Europe”
Kpop and Cpop Impact
Kpop and Cpop are driving regional music growth, with Southeast Asia's young, mobile-first audience creating hyper-social engagement.
“I would say Asia has benefited from the growth of K Pop, J Pop and now C Pop emerging from China as well”
New Genres Emerging
New music genres and subgenres are emerging rapidly, signaling the dynamism of Southeast Asia's music ecosystem.
“We’re seeing entire new genres and subgenres emerging right before our eyes”
Human Music Focus
Granite stressed that human artistry remains central to music, with AI tools supporting rather than replacing artists.
“We believe deeply that the future is centered around human artistry”
The headline
Universal Music Group manages 130+ artists in Southeast Asia, emphasizing 365 deals over traditional 360 deals to support regional music growth.
