In a landmark development for the global music industry, Indian singing legend Sonu Nigam has partnered with American R&B superstar NE-YO, pioneering Chinese American rapper MC Jin, and veteran music executive Jonathan Serbin to establish Pacific Music Group. This innovative entertainment venture, headquartered in Hong Kong, represents a strategic initiative to revolutionize the discovery, development, and global presentation of Asian musical talent.
The newly formed company emerges against the backdrop of Asia’s rapidly expanding music landscape, which encompasses approximately 1.6 billion people domestically and substantial diaspora communities internationally. Sonu Nigam, drawing from his extensive career, emphasized the growing aspiration among Asian artists to achieve worldwide recognition: ‘Indian artists, and indeed creators across Asia, demonstrate an increasing hunger for global reach while maintaining their cultural authenticity. Through Pacific Music Group, we aim to facilitate this expansion by enabling artists to flourish both within their home markets and on the international stage.’
Pacific Music Group has been conceived as a transformative model for artist development, fundamentally rooted in Asia’s creative dynamism. The company will implement a comprehensive strategy that includes talent discovery, mentorship programs, and culturally significant collaborations. Its operational framework features a multi-genre imprint system encompassing pop, R&B, Hip-Hop, electronic music, and diverse regional Asian styles, reflecting the musical richness of the world’s fastest-growing markets.
The leadership team brings unparalleled expertise to this venture. Sonu Nigam, NE-YO, and MC Jin will provide artist guidance based on their decades of combined international success, while Jonathan Serbin, former Co-President of Warner Music Asia, contributes executive leadership shaped by his instrumental role in developing the region’s music ecosystem.
Serbin articulated the strategic vision behind the initiative: ‘Asia’s demographic and economic significance—representing half the global population and containing three of the top ten music markets—positions the region to lead the next wave of musical innovation worldwide. Pacific Music Group is designed to harness this potential and create meaningful pathways for Asian artists to achieve global impact.’
This venture signals a significant shift in music industry dynamics, potentially reshaping how cultural exchange occurs between Eastern and Western music markets while providing unprecedented opportunities for Asian artists to reach international audiences.