Sony Music Entertainment and Tencent Music Entertainment Group have partnered on a dance music label, Liquid State.
Unveiled today in Hong Kong, Liquid State is a new home for electronic and EDM artists from the Asia region and internationally. The label will develop local talent as well as providing support for international artists.
Liquid State is set to capitalize on the growth of dance music in the Asia region. It will operate as a label and lifestyle brand incorporating live touring and club events.
Liquid State will align the label expertise of Sony Music with Tencent Music Entertainment's marketing and digital services including QQ Music, Kugou Music and Kuwo Music. Tencent media channels such as WeChat, QQ, Tencent Videoand QZone will also support LiquidState and its artists.
Sony Music artist Alan Walker is set to have string of Liquid State collaborations for release in 2018.
Three of Asia's most popular arists have signed on as ambassadors for Liquid State: Chris Lee for the Chinese mainland, singer and actor Nicholas Tse for Hong Kong and Taiwan, and Seungri for South Korea.
Alan Walker said: "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 includes Zhu, Hollaphonic, China's DJ Lizzy and Korean duo Junkilla.
Denis Handlin AO, chairman & CEO, Australia & New Zealand and president Asia, Sony Music Entertainment, said: "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."
Cussion Pang, CEO of Tencent Music Entertainment Group, added: "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."