Gibson announces “full-scale” partnership with Universal Music Publishing China

The guitar giants will offer “tailor-made support” to artists based in China.

UMPG Songwriting Camp

Image: UMPG

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Gibson has announced a “full-scale” partnership with Universal Music Publishing Group China (UMPG) that will see the guitar giant support the Asian nation’s domestic music industry. The partnership also extends to Hong Kong.

The guitar giant will be offering “tailor-made support” to artists, songwriters and producers based in China, starting this year with support for UMPG’s songwriting camps and artist events.

Gibson has also outfitted Universal Music Publishing’s (UMP) professional recording studios in Beijing and Shanghai. Additionally, Gibson and Universal will be collaborating on marketing and social media to host joint promotional social campaigns and artist content launches both regionally and globally.

Both companies will also support charity efforts in China that benefit the music industry, such as teaming up with Chinese content sites such as Tencent and Bilibili as well as promoting artists’ own charitable efforts.

UMPG is the world’s second-largest music publishing company and is a subsidiary of Vivendi and Tencent.

James JC Curleigh, President and CEO of Gibson Brands, expressed his excitement about Gibson’s new reach in China. “We have amazing momentum around the world, and now we have an incredible opportunity to take this momentum to another level with our new partnership in China,” he said.

Joe Fang, Managing Director at UMPG, added: “With Gibson’s support, we will now have the chance to jointly promote emerging artists, support music education, and create causes for music education and charity events.”

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