Universal Music Greater China launched its bold new initiative, "Go East", on Jan 22 at a star-studded event in Beijing, marking the official debut of the newly established international cooperation department.

This new business division is set to offer a bridge connecting international artists with the Chinese market, offering a one-stop service for their promotional needs, including full-scale operational and commercial support.

At the heart of the initiative is the aim to create long-term value growth for international musicians in the fast-growing Chinese market. The department plans to combine its international project management experience with a deep understanding of local partnerships, ensuring that global artists have a comprehensive support system to thrive in China. This is a reflection of China's growing importance as the world's third-largest music market and its booming live performance scene, which continues to attract artists worldwide.

The event featured some of Universal Music Group's top international labels, including Deutsche Grammophon, one of the most prestigious classical labels in the world, and Republic Collective, which has been named Billboard's best label for five consecutive years. Representatives from Universal Music Group's branches in the United Kingdom, Thailand, Vietnam, and other key markets gathered to showcase international collaboration opportunities to Chinese partners.

Among the highlights was a stellar lineup of international artists, including Grammy-nominated country singer Mickey Guyton, who recently became a sensation in China after her participation in the TV show Singer 2025. She shared her insights into the journey of international artists breaking into the Chinese market and discussed the vital role of local professional teams in ensuring success.

Other major names on hand included Gina Alice, a renowned star who blends classical and pop music, and Lauren Spencer Smith, an artist recognized as one of 21 global superstars by Billboard.

The highlight of the event was a performance of a guzheng (plucked zither) rendition of a popular video game soundtrack by Chinese musician Yang Yang, which captivated the audience. The Thai pop duo Landokmai also performed, showcasing the allure of Thai music.

"This is the first time that we have come to China, and we cannot wait to explore the country and make new connections with local fans," said the duo before the Beijing event. The band consists of longtime friends, Upim (vocalist/songwriter) and Ant (guitarist).

Singer-songwriter Lauren Spencer Smith also shared her excitement about coming to China and building a new fan base. "China has such a long history, and I am looking forward to getting to know everything about it: the history, the culture and the food in particular."

Timothy Xu, chairman and CEO of Universal Music Greater China, shared his excitement about the rapid development of the Chinese music market and how the creation of the international cooperation department would help guide overseas artists in establishing a lasting presence in the country.

The event also featured an announcement of international artists who will be performing in China later this year, including Imagine Dragons and John Legend.