NE-YO, Sonu Nigam, MC Jin & Jonathan Serbin Launch Pacific Music Group

GRAMMY-winning artist NE-YO, Indian music legend Sonu Nigam, pioneering Chinese American rapper MC Jin and former Warner Music Asia Co-President Jonathan Serbin have teamed up to launch Pacific Music Group (PMG).

The mission:

• Headquartered in Hong Kong, PMG will focus on discovering, mentoring, developing and promoting Asia’s “most promising talent.”

• It will also offer international artists an “entry point” into the Asian market.

• The label will launch with “multiple genre-spanning imprints” across pop, R&B, hip-hop, electronic, and regional Asian styles.

• Its reach stretches east to west from Japan to India, and north to south from China and Korea to Southeast Asia.

The rationale:

• Three of the world’s largest music markets (Japan, China and Korea) are in Asia, alongside some of the fastest growing new markets such as India, Indonesia, Vietnam and Philippines.

• PMG is positioning itself at the epicenter of this rising musical axis.

How it works:

• NE-YO, Sonu Nigam and MC Jin will draw on their decades of experience to provide A&R guidance and mentorship to the label’s artists.

• Jonathan Serbin, who helped drive Warner Music’s expansion across Asia and launched its first dedicated K-pop label, brings extensive regional expertise and a proven track record in artist development and strategic investment.

What they said:

• Jonathan Serbin: “We believe the time is right for a music company born in Asia, but built with a global perspective from day one. NE-YO, Sonu and MC Jin have all achieved long-standing global success, and they know exactly what it takes to build international music careers. I’m honored to partner with these legends. Pacific Music Group artists will gain invaluable insight from their experience and vision.”