MC Jin, NE-YO, and Sonu Nigam introduce new music label to showcase Asian artists worldwide

Music industry veterans NE-YO, Sonu Nigam, and MC Jin have teamed up with renowned music executive Jonathan Serbin to establish a new music label called Pacific Music Group, based in Hong Kong. Their vision is to foster the global recognition of Asian artists and offer a platform for international acts to break into Asias rapidly expanding music market.

The labels mission is clear: discover emerging talents across Asia, help them develop their craft, and introduce their music to the global stage. With a broad focus on genres such as pop, R&B, hip-hop, and electronic music, Pacific Music Group plans to sign artists from countries including Japan, Korea, China, India, and Southeast Asia.

Asia has rapidly become one of the most influential music regions globally. K-pop continues to dominate the charts worldwide, Bollywood remains a favorite streaming genre, and C-pop and Mandopop artists are increasingly making waves internationally. Meanwhile, Southeast Asian nations like the Philippines, Indonesia, and Vietnam are playing a key role in viral music trends, especially on platforms like TikTok. In addition, countries such as India, Indonesia, and Vietnam are among the fastest-growing markets for music streaming. According to the founders, this is the perfect moment to launch a global music label rooted in Asia.

Jonathan Serbin, who previously helmed Warner Music Asia, believes the shift towards Asia as a music powerhouse is already underway. Asia is one of the most dynamic forces in music right now. We want a company that starts here but reaches the world, he said.

Serbin has a history of working with major Asian stars such as Lay Zhang, Coco Lee, G.E.M., Eric Chou, and Jolin Tsai. For NE-YO, who has Chinese roots, this project holds special personal significance. As someone of Chinese descent, I want to help lift up the next generation of Asian stars, he shared. Theres so much talent in Asia. It deserves to be seen.

NE-YO, known for his global tours across Asia and songwriting for icons like Beyonc, Rihanna, and Usher, will be involved in overseeing the labels initiatives. Meanwhile, MC Jin, a trailblazer for Asian Americans in hip-hop, will lead the labels hip-hop division. As the first Asian American rapper to sign with a major U.S. label, Jin made his name through the BET show "106 & Park" and is passionate about promoting powerful stories from Asian artists. Hip-hop helped me find my voice as a Chinese American, he said. There are so many Asian artists with powerful stories. We want to help share them with the world.

Sonu Nigam, one of Indias most famous and streamed singers, added that the time is right for Asian artists to reach global audiences. Theres a real hunger to grow globally, he commented. We want to help artists succeed at home and abroad. With performances in over 50 countries, Nigam continues to be a central figure in Indias music scene.

The founders chose Hong Kong as the headquarters for Pacific Music Group due to its strategic location, which bridges the East and West. The citys proximity to major Asian music markets, including Seoul, Tokyo, Mumbai, Singapore, Bangkok, and Taipei, provides a significant advantage in facilitating collaborations and touring opportunities across the region.

For decades, the global music industry was primarily centered around the U.S. and the U.K. However, with the rise of K-pop, Bollywood, C-pop, and Southeast Asian talent, the Pacific region is now taking its place at the forefront of global musical influence. The founders are confident that Pacific Music Group will help drive this transformation.

The labels debut artists will be introduced in the upcoming months, with initial music releases expected soon. Pacific Music Group is ready to reshape the future of global music by providing Asian artists the platform they deserve.

Author: Natalie Monroe