Tencent Music and Sony Music Jointly Release A New Music Brand

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Tencent Music Entertainment Group (TME) and Sony Music Entertainment (SMEI) announced the creation of Liquid State, their new music brand, in Hong Kong today.

Liquid State is a new base for Asian and international electronic music artists. It’s committed to exploring and nurturing the talents of electronic music. It promotes artists’ original content. At the same time, it also supports international artists who are interested in expanding into the Asian market.

Liquid State will provide original content through SMEI’s leading record company as well as TME’s strong marketing and digital services. In addition, WeChat, QQ, Tencent Video, QQ Space and other Tencent media channels will also support Liquid State and its artists.

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In 2018, Alan Walker, a popular SMEI singer who has won multiple platinum records, will join the Liquid State. This 20-year-old Norwegian singer will launch a series of exclusive cooperation with Liquid State. The breakthrough single Faded is his debut. The single has sold more than 9.4 million copies worldwide in addition to more than 1.6 billion plays on digital platforms. He is now recognized as the best among the international DJs.

In addition, three popular Asian superstars become regional ambassadors of Liquid State. Chinese pop music superstar Li Yuchun serves as its ambassador to Chinese mainland, singer and actor Nicholas Tse is ambassador to Hong Kong and Taiwan and Lee Seung-hyun, a member of Bigbang, is ambassador to South Korea. They will be responsible for the regional promotion of the Liquid State.

Allen Walker said, “Asia has always been a very special place for me, so I’m happy to be here today to help SMEI and TME to promote Liquid State. So far, they both have played an important role in my career, and they have teamed up now. I believe Liquid State will create a new generation of artists who will play significant roles in Asia. And will promote international artists to reach huge potential in the Asian market.”

“With the establishment of Liquid State, our goal is to create a unique cultural exchange between the East and the West through the power of electronic dance music.” Cussion Pang, TME CEO, said. “This is a different kind of music genre. With SMEI, our goal is to establish a win-win solution for all partners. TME believes that this cooperation enables music and culture to meet for a truly memorable moment in the coming years.”

This article originally appeared in Tencent Tech and was translated by Pandaily.
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