Recently, Modern Sky officially announced a strategic cooperation with Universal Music Greater China (UMG Greater China). This collaboration will further expand Modern Sky’s international influence by leveraging UMG’s global distribution network for its rich music content. At the same time, Modern Sky will also provide support for UMG’s localization efforts in China. The signing of this agreement also lays a foundation for broader future cooperation between the two parties. It is hoped that this will promote Chinese original music and youth culture to a global audience, helping Chinese music shine with new brilliance on the international stage.
Vision by：MVM design label _
Established in 1997, Modern Sky is a leading Chinese independent music company and a highly regarded music lifestyle operator. Modern Sky boasts a vast library of original songs, with a stable growth of hundreds of new tracks each year. Over the past two decades, Modern Sky has played a significant role in shaping the landscape of Chinese original music, producing and releasing over 500 albums, including those by influential bands and artists such as New Pants, Reshaped Statue of Rights, Second-hand Roses, Pain, Xie Tianxiao, Wu Tiao Ren, Sound Fragment, Zhang Qiang, Ma Di, Yao Shisan, A Si, Zeng Yike, TizzyT, Huang Xu, KAFE.HU Coffee Hu, P.K.14, Qingxiao, Zuo Xiaozu, Supermarket, Beautiful Drugstore, Dada Band, Sea Turtle, Mosaic, Houhai Big Shark, Wencui, Meikade, TheFallacy, Da波浪, Wooden Horse Band, Joyside, and many others.
Currently, Modern Sky serves over 150 musicians, including some of the emerging talents that have garnered attention in recent years such as Matt Lü Yanliang, Click#15, Aflou, DOUDOU, Frankfurt Helmet, and Shii. These musicians have diverse styles and increasingly global perspectives, representing the vibrant voices of the new generation in China and showcasing the unique charm and burgeoning potential of Chinese music.
In 2009, Modern Sky launched the Strawberry Music Festival, becoming China’s first large-scale comprehensive outdoor music festival. Since its inception, the Strawberry Music Festival has toured across China with over a hundred events. With its diverse and romantic atmosphere, forward-thinking musical aesthetics, and rich live experiences, it has attracted the enthusiastic participation of nearly ten million music fans. Now, the Strawberry Music Festival is not only a highly anticipated music festival brand globally but has also become an important lifestyle scene that is widely concerned by contemporary young people.
At the announcement of this news, Universal Music Greater China Chairman and CEO Xu Yi said: “Modern Sky plays an important role in defining and promoting the development of original Chinese music. We are delighted to become partners with them. This collaboration will not only boost the influence of original Chinese music in the global market but also showcase the unique vitality and creativity of the young generation in China today. Our common goal is to amplify these voices on the global stage and highlight the significant role of original Chinese music in international cultural exchanges.”
From left to right: Universal Music Greater China Chairman and CEO Xu Yi, Modern Sky Founder and CEO Shen Lihui, Universal Music Group Executive Vice President of Market Development Adam Granite
Modern Sky founder and CEO Shen Lihui stated: “Modern Sky has always adhered to independent aesthetics and a forward-looking perspective. The opportunity to join UMG’s global network and align with its outstanding artist community marks a thrilling new chapter for us. Through this collaboration, we look forward to presenting the new look of original Chinese music to the global audience and inviting people from all over the world to experience the unique vitality of Chinese youth culture.”
In recent years, Modern Sky has accelerated its global business by establishing branches in New York, Liverpool, and Tokyo. In 2014, Modern Sky’s first international music festival IP, the “MODERN SKY MUSIC FESTIVAL,” landed in Central Park, New York, and has since been held in multiple cities including Helsinki, Seattle, Los Angeles, and Toronto. In 2025, the Strawberry Music Festival will make its debut in Tokyo and plans to further expand to more international cities.
Prior to this, Modern Sky UK, the British branch of Modern Sky, and Virgin Music UK under Universal Music, signed a global distribution agreement, achieving a global distribution partnership. Modern Sky UK, established in Liverpool, primarily engages in artist representation, record distribution, and copyright operation. Since its inception, it has continuously supported musicians from the northern part of England and Scotland, whom Virgin Music UK refers to as the “Northern Powerhouse.”
MODERN SKY UK has signed musicians whose albums have repeatedly topped multiple renowned British music charts and achieved outstanding success. The total plays of their music works have reached millions of times, and they have been nominated multiple times for “Best Independent Label” by prestigious music awards such as the Music Week Awards and one of the most influential music media in the UK, Music Business Worldwide.
Some of the Honors Received by Modern Sky UK in Recent Years
Recently, at the just concluded 21st Tokyo International Music Market, MODERN SKY founder and CEO Shen Lihui announced the establishment of MODERN SKY JAPAN, the Tokyo branch of MODERN SKY. After the meeting, Shen Lihui met with Naoshi Fujikura, President and CEO of Universal Music Japan, and his team, expressing his anticipation for broader cooperation through the global network of the Universal Music Group. Both parties will explore potential collaborations in various fields such as copyright operation, agency representation, and live performances, jointly promoting the development of original Chinese music in the Japanese and international markets.
Global Music Group’s Executive Vice President of Market Development, Adam Granite, commented on this collaboration: “The Modern Sky’s steadfast support for original Chinese music and its international expansion is particularly exciting for us regarding the opportunities this collaboration brings. This partnership will not only help Modern Sky further develop on the global stage but will also provide more opportunities for Universal Music’s international artists to reach Chinese fans. We are very much looking forward to fostering this two-way interaction, helping both Modern Sky and Universal Music’s artists to broaden their international horizons and create more cross-cultural exchanges.”
About Universal Music Group
Universal Music Group (UMG, abbreviated as UMG) is committed to shaping culture through the power of art. UMG is the leader in the global music entertainment industry, with business spanning across a comprehensive range of fields including recorded music, copyright management, licensed merchandise, and audio-visual content. UMG boasts an extensive library of recordings and songs, encompassing a rich variety of musical genres. By continuously discovering and developing outstanding musicians worldwide, UMG has produced countless classic works that have achieved both artistic and commercial success. Upholding artistic excellence, innovation, and entrepreneurial spirit, UMG continuously drives the development of global music services, platforms, and business models, thereby providing artists with more opportunities from both art and commerce, and creating new experiences for music enthusiasts.
For more information, please visit: https://www.umusic.com.cn/