Bangkok, Dec 6 (EFE).- AirAsia Group and Universal Music Group on Friday announced the launch of a new label partnership to promote Asian artists.

During a press conference held in Kuala Lumpur, the two companies - one of them, a Malaysia-based low-cost carrier that leads that market segment in the Asia-Pacific region; the other, the world's biggest music entertainment corporation - said that the label, christened RedRecords, will focus on "signing, developing and breaking new Asian artists and elevating 'A-pop' globally to new audiences throughout the region and around the world."

"Together, we share a commitment to the long-term development and transformation of the music ecosystem within the region. A region filled with new talent that has the potential to reach almost 700 million people across Southeast Asia alone and where music is increasingly driven by a young, social and mobile-driven audience," said Adam Granite, UMG's executive vice president for market development.

The new label's first signing is Thai pop artist, gamer, actress and influencer Jannine Weigel, who has garnered over 600 million views and 3.3 million subscribers on YouTube.

"I'm so proud to be the first artist to sign to RedRecords and to have the support of this amazing team helping to take my career to even greater heights," Weigel said about her new contract. "My fans are going to love all the incredible experiences that we have in store for them. I cannot wait for you to hear my new music."

The move comes as part of UMG's broader strategy of expanding its operations throughout Asia, having recently inaugurated a regional headquarters in Singapore.

RedRecords will be spearheaded by Hassan Choudhury, the current chief of AirAsia's music division, who will take on the role of CEO.

"This is an excellent opportunity to leverage of both AirAsia and UMG's potential in a musical journey," Choudhury remarked during the press event. "Having worked for both of these incredible companies, witnessing first-hand their enormous strengths in their respective industries, I aim to bring the creative forces of both teams together in order to help develop the undoubted music talent that lays here in Asia."

The label is set to not only emphasize artist development and "A&R" (the so-called "Artists and Repertoire" division, which includes talent scouting), but will also provide management and agency services, as well as marketing and distribution.

The chairman and CEO of UMG, Sir Lucian Grainge, explained that "the worldwide success of Latin and K-Pop has demonstrated that in the streaming era, there are no barriers to great music, regardless of language."

"Together with the combined strategic marketing reach and resources of AirAsia and UMG, we can provide Asian artists an exciting opportunity to truly go global," Grainge added. EFE

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