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Sony, Tencent partner to launch electronic dance music label

MUMBAI: Sony Music Entertainment and Tencent Music Entertainment Group have launched joined hands to launch an electronic dance music label, Liquid State. The dance music label aims to be the premier dance and electronic community and lifestyle brand across the region, also incorporating live touring, club events and special exclusive experiences.

Sony Music Entertainment, Australia & New Zealand and President Asia, Chairman & CEO Denis Handlin AO stated, “I am delighted to announce the launch of Liquid State with Tencent Music Entertainment Group. These are exciting times for the music industry and Liquid State has been created to support and enhance the discovery and development of electronic and EDM talent across the Asia region. Together we will make Liquid State the destination for a wide range of highly talented new and established global and local artists. I would also like to thank Tencent for sharing the passion and vision to provide music fans in China and around the world with exciting new music, unique experiences and incredible artists through Liquid State.”

Liquid State will feature electronic and EDM artists from the Asia region and internationally. The label will be discovering, showcasing and developing the existing local talent to create original content, whilst providing support for international artists in the region. Liquid State aims to further enhance the growth of dance music in the Asia region, which has seen EDM festivals skyrocket to a record number and the evolution of a vibrant local club scene.

Liquid State will feature original content through the leading global record label expertise of Sony Music with Tencent Music Entertainment’s powerhouse marketing and digital services including QQ Music, Kugou Music, and Kuwo Music. In addition, Tencent media channels such as WeChat, QQ, Tencent Video, and QZone will also support Liquid State and its artists.

Furthermore, three of Asia’s most popular superstars have signed on as ambassadors for Liquid State across the region, with Chinese pop superstar Chris Lee as ambassador for Chinese mainland, internationally acclaimed singer and actor Nicholas Tse as ambassador for Hong Kong and Taiwan, and multi-talented phenomenon from BIGBANG, Seungri as ambassador for South Korea.

Tencent Music Entertainment has enjoyed long-standing relationships and successes with the three ambassadors. Previously, Chris Lee’s digital album ‘Liu Xing’ and Nicholas Tse’s digital single ‘Yi Xiang Tian Kai’ were released on Tencent Music Entertainment music platforms and both artists are part of the Tencent Music Entertainment Music+ Project. With Liquid State, the three ambassadors will be involved in exciting music collaborations across the dance genre.

Tencent Music Entertainment Group CEO Cussion Pang said, “With the formation of Liquid State, our goal is to create an unmatched culture exchange between the East and the West through the power of electronic dance music. It is a music genre like no other, and together with Sony Music Entertainment, we aim to build a win-win solution for all of our stakeholders and believe that the collaboration will give birth to some truly memorable moments in both the music and culture sectors for years to come.”

Global superstar and multiplatinum-selling Sony Music artist, Alan Walker, will be an integral part of Liquid State, with the talented 20-year-old Norwegian set to release exclusive collaborations on the label in 2018.

In 2017, Walker took the number one position on the QQ Music charts with a record number of over six billion audio streams and featured as the highest climber on the Top 100 DJ Mag poll. He first entered the global music scene with his breakthrough single ‘Faded’ in December 2015, which has now sold more than 9.4 million units worldwide in addition to being streamed more than 1.6 billion times on digital platforms. He is the first in a wave of international DJs and collaborators to be a part of the Liquid State movement.

Walker commented, “Asia has always been such a special place for me so I’m thrilled to be here today to help Sony Music and Tencent with the launch of Liquid State. They have each played such a huge role in my career so far, and now that they are joining forces, I’m convinced that Liquid State will grow to play a significant role in breaking new artists from Asia on a global scale, as well as enabling international artists to unleash the huge potential that lies within the Asian market.”

In addition to Walker, Liquid State’s initial roster sees other talents from across the electronic music spectrum, with Grammy-nominated global star ZHU, and multi-award winning Dubai based duo Hollaphonic, both set to release music through the label in the coming months. China’s DJ Lizzy and Korean duo Junkilla are the first artists from the Asia region to be signed to Liquid State.