Through new agreement, UMPG will publish viral hits Like “KE MU SAN (Subject Three)” beyond mainland China
Universal Music Publishing China (UMP China), a division of Universal Music Publishing Group (UMPG), has officially announced the signing of Cheerful Music to an exclusive worldwide publishing deal, excluding mainland China. As a leading creator of hit songs in China, Cheerful Music catalog boasts major hits including “YI XIAO JIANG HU (KE MU SAN),” which amassed more than 50 billion views on Douyin (the Chinese version of TikTok), "XIAO CHENG XIA TIAN," “TA SHAN HE,” and “BAN SHENG XUE,” each claiming the top spots on China's leading streaming services.
Founded in 2019 with its roots in Shenzhen, Cheerful Music boasts a diverse and talented lineup of Chinese songwriters and artists, such as Snow. J, Silk Ye, Cindy Dong, KeyKey, Huang Junze C-Jay, He Zhu, Yu Tang, and Reddi. The company's London office is central to its international strategy, fostering collaboration with international talents like Erik Frank, Grand Nights, Shell Tenedero, Chloe Rose, J.O.Y, and Milan D’Agostini. Cheerful Music has distinguished itself through its dedication to elevating emerging local artists and spotlighting original music.
The success of “YI XIAO JIANG HU (KE MU SAN)” serves as a testament to Cheerful Music’s hitmaking capabilities, inspiring 15 million user-generated clips on Douyin and sparking a global fascination with Chinese pop culture. Its influence can be seen across diverse platforms, including social media, movie premieres, international dance competitions from multiple countries. Moreover, “YI XIAO JIANG HU (KE MU SAN)” conquered the YouTube Short Video charts in South Korea, demonstrating Cheerful Music's effective international strategy and the broad, cross-cultural appeal of its musical offerings.
Additionally, “TA SHAN HE,” a standout hit from 2020, was listed among the top 10 songs of the year at the prestigious 3rd TMEA Tencent Music Entertainment Awards. This track alone captivated the nation with over 10 billion views on Douyin.
Snow J, Founder and CEO of Cheerful Music, said: “From the outset, our vision has been to create music that resonates worldwide. 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. 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, Finance and Operations of UMP China, said: “Cheerful Music has an adept ability to produce music that resonates with the 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.”
Photo: (L) Grace Gao, Vice President, Finance and Operations of UMP China; (R) Snow J, Founder and CEO of Cheerful Music