A new EDM label in Asia has emerged. Yesterday, Sony Music Entertainment and Tencent Music Entertainment announced the launch of Liquid State, a new Hong Kong-based music label. Liquid State will focus primarily on Electronic Dance Music, or EDM, and aims to become the leading EDM label for artists in the region and internationally.
Besides discovering and supporting regional acts like any label, Liquid State also intends to incorporate live touring, club events and exclusive experiences. The label will leverage on Sony Music Group's experience and Tencent's business and marketing expertise, as well as support from Tencent's media channels including WeChat and QQ.
“With the formation of Liquid State, our goal is to create an unmatched culture exchange between the East and the West through the power of electronic dance music," said Cussion Pang, CEO of Tencent Music Entertainment Group.
Several superstars from the region, such as Chinese pop star Chris Lee, Hong Kong singer and actor Nicholas Tse and BIGBANG's Seungri have already signed on as brand ambassadors. Additionally, Norwegian EDM superstar Alan Walker has scheduled numerous collaborations to be released on Liquid State. Other international acts signed to the label include Grammy-nominated producer ZHU, Hollaphonic, Junkilla and DJ Lizzy.
The label launch could mean big things for the Asian EDM circuit, which has been relatively late to the dance music scene. In recent years, while the EDM fad has been fading out in America and Europe, business in Asia has been booming. Renowned dance festivals such as Ultra have roped Asia into their plans in recent years, with Singapore, South Korea, Japan and Taiwan each receiving full-scaled Ultra Festivals since 2014. Asia has since become a new hub for EDM with new festivals popping up everywhere in the region. It seems only a matter of time before the EDM industry in Asia reaches an all time high and Liquid State could directly profit from the musical boom in this populous region.