One of the most storied names in hip-hop history just planted its flag in China. Universal Music Greater China has officially launched Def Jam Recordings China in Chengdu, widely recognized as the capital of Chinese hip-hop, marking a significant expansion of the label’s global footprint and a major new chapter for urban music in the region.
The launch comes with a clear creative direction. Def Jam Recordings China will focus on Guofeng Hip-hop, a genre that draws from Chinese language, cultural references, and storytelling traditions while engaging with modern production and global music trends. The label is partnering with Migu, a leading digital content platform under China Mobile with over 160 million users, on content development, talent discovery, marketing, distribution, live performances, and street culture-driven merchandise.
Three acclaimed Chinese rappers have been named Special Guest Curators: Xie Di, Yitai Wang, and Deng Dianguo “DDG.” Their role is to identify, mentor, and spotlight emerging voices from across China, feeding new talent directly into the Def Jam Recordings China ecosystem. The launch event took place at Eastern Suburb Memory in Chengdu, a landmark cultural district built from transformed industrial heritage.
“Def Jam has always been built around dynamic voices,” says Tunji Balogun, Chairman and CEO of Def Jam Recordings. “The goal is not to copy what’s worked elsewhere, but to support Chinese artists in defining hip-hop on their own terms.” UMG Executive Vice President Adam Granite and Universal Music Greater China Chairman Timothy Xu echoed that commitment, emphasizing global pathways for artists who remain rooted in local culture.
Founded in 1984 in downtown New York, Def Jam built its legacy through LL Cool J, Public Enemy, the Beastie Boys, Jay-Z, Rihanna, and Kanye West. The China launch is the label’s most ambitious geographic expansion in years, and Chengdu, with its organic hip-hop community and thriving live music ecosystem, is exactly the right place to start.