# 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. - Title: UMG Manages 130+ Southeast Asian Artists | Shortify - Summary: Universal Music Group now manages over 130 artists across Southeast Asia, aiming to boost regional music virality and artist support. Universal Music Group… - Keywords: umg, seoul, southeast asia, artist management, 365 deals, ai music, districkid, ifpi, streaming integrity initiative, elevenlabs, reggaeton, kpop - Source: Music Business Worldwide — https://musicbusinessworldwide.com/umg-is-now-managing-130-artists-in-southeast-asia-says-adam-granite-who-wants-a-future-that-isnt-filled-with-slop - Published: 2026-10-05T16:30:56+00:00 - Read time: 1 min - Topics: umg, seoul, southeast asia, artist management, 365 deals, ai music, districkid, ifpi, streaming integrity initiative, elevenlabs, reggaeton, kpop ## 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 ## Key takeaway Universal Music Group manages 130+ artists in Southeast Asia, emphasizing 365 deals over traditional 360 deals to support regional music growth.