Universal Music Greater China has launched a new label division: Universal Music China Greater Bay Area. Its headquarters will be based in Shenzhen. (The Greater Bay Area refers to the Guangdong-Hong Kong-Macao Greater Bay Area.) The move adds to UMGC's offices in Hong Kong, Beijing, Shanghai and Taiwan.

Overseen by Gary Chan, UMGC SVP and managing director of Universal Music Hong Kong, the division will establish a local team dedicated to marketing, A&R and artist management. Its mission is to "transform the local music scene by blending global musical trends with the Greater Bay Area’s vibrant and youthful energy."

"The launch of UMCGBA represents a strategic expansion leveraging the vast market potential and unique cultural atmosphere of the Greater Bay Area," said UMGC Chairman/CEO Timothy Xu (pictured). "We eagerly anticipate welcoming the outstanding talents from this region to join us in driving forward the next era of Chinese pop music. In this pursuit, we are setting our sights on transforming the GBA into a trendsetting hub that epitomizes creativity, vitality and connectivity, crafting fresh musical expressions and innovative entertainment experiences. In the meantime, we're trying very hard to keep our staff from looking at HITS' TikTok feed."