Universal Music Publishing China (UMP China) signed a deal with Cheerful Music to put some of China's most viral hits on the global map.

Grace Gao (left), vice president of Finance and Operations at UMP China and Snow J, founder and CEO of Cheerful Music, pose for a photo. [Photo courtesy of Universal Music Publishing Group]

UMP China, a division of Universal Music Publishing Group (UMPG), officially announced on Tuesday that it has signed Cheerful Music, a leading creator of hit songs in China, to an exclusive international publishing deal that will bring the Shenzhen-based label's catalog to the global music market.

Cheerful Music's catalog features major hits including "Yi Xiao Jiang Hu," "Xiao Cheng Xia Tian," "Ta Shan He" and "Ban Sheng Xue," each of which have claimed top spots on China's leading streaming services.

In particular, "Yi Xiao Jiang Hu," also known as "Ke Mu San" ("Subject 3"), gained extreme popularity as the accompanying music for a social media dance that went viral. The song has been used with videos that have received more than 50 billion views on the short-video app Douyin and has inspired 15 million user-generated clips, sparking global interest in Chinese pop culture. Meanwhile, "Ta Shan He," another standout track from 2020, captivated the nation with its use in videos on Douyin that have been viewed over 10 billion times.

Established in 2019, Cheerful Music showcases a diverse array of Chinese talents, including Snow. J, also the label's founder and CEO, and Silk Ye. With a London office that encourages international collaboration with artists like Erik Frank and Grand Nights, the company is devoted to promoting emerging local artists and original music.

"From the outset, our vision has been to create music that resonates worldwide, " said Snow. J, adding, "the launch of our London office in 2023 has been pivotal; it positions us to collaborate directly with international artists and songwriters, and to connect with a diverse global audience."

Regarding the new deal with UMP China, she stated, "international expansion is intrinsic to our ethos, and I am profoundly confident that our partnership with UMP China - with their expansive network and proven success - will propel our journey of internationalization even further."

Grace Gao, vice president of Finance and Operations for UMP China, praised Cheerful Music for having "an adept ability" to produce music that resonates with current trends, crafting hits that enjoy widespread popularity around the globe. 

"It's exciting to engage with a company that not only brings creative vitality but also has the capacity to shape cultural landscapes. We anticipate that by working together, we can further enhance the international allure of their music and continue to create successful outcomes in the global market."

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