Pacific Music Group Launches to Elevate Pan-Asian Talent on the Global Stage

Three-time Grammy winner Ne-Yo, Indian music icon Sonu Nigam, and pioneering Chinese American rapper MC Jin have teamed up with former Warner Music Asia co-president Jonathan Serbin to launch Pacific Music Group, a new Hong Kong–based entertainment company dedicated to developing Pan-Asian talent for global audiences, as per Variety.

The venture represents a strategic push to harness Asia’s rapidly expanding influence in the global music industry. The company aims not only to elevate regional artists to international visibility but also to serve as a gateway for Western performers seeking to enter Asian markets.

Pacific Music Group will roll out multiple imprints spanning pop, R&B, hip-hop, electronic and various regional Asian genres. Its operations will cover a wide geographic territory from Japan to India and China to Southeast Asia.

Serbin described the timing as ideal, saying, “Asia has emerged as one of the most dynamic forces in the global music industry. With half the world’s population and three of the top ten music markets, the region is primed to lead on the world stage… We believe the time is right for a music company born in Asia, but built with a global perspective from day one,” as quoted by Variety.

He added that partnering with Ne-Yo, Sonu Nigam and MC Jin brings invaluable experience to the label’s artists.

Ne-Yo called the initiative a personal mission. “As an individual of Chinese descent, I’m proud to use my resources to help discover and elevate the next generation of talented Pan-Asian superstars,” he said, adding that touring Asia has shown him the region’s cultural and musical evolution.

MC Jin, who will lead the company’s hip-hop imprint, emphasized hip-hop’s global resonance. “Asia is full of talent with unique stories, fresh styles and authentic messages waiting to be shared with the world,” he said, noting that the label will spotlight artists whose work is rooted in creativity and cultural truth.

Sonu Nigam underscored the hunger among Asian artists to connect with audiences beyond their borders. “With Pacific Music Group, we’re not just exporting talent, we’re helping artists thrive both at home and abroad,” he said, stated Variety.

Drawing from his experience performing in over 50 countries, he added that global enthusiasm for Asian music is stronger than ever.

The three artist-founders will take hands-on roles in A&R and mentorship, while Serbin brings over 25 years of industry leadership. During his Warner Music Asia tenure, he oversaw operations across 11 countries and signed major regional stars including Lay Zhang, Elva Hsiao, Coco Lee, G.E.M., Eric Chou, Vava, Jam Hsiao, Jolin Tsai and Fish Long.

Serbin summarized the company’s mission, “We want to discover great artists in Asia and help them reach global audiences, and we want to provide international artists with an authentic and strategic entry point into the region.”

Pacific Music Group’s name reflects the music industry’s shifting center of gravity. With major markets such as Japan, China and Korea, as well as fast-growing ones like India, Indonesia, Vietnam and the Philippines, the company says Asia is now the epicenter of global music energy.

“Eighty years ago, the Atlantic Ocean symbolized the dominant music axis… Today, that axis has shifted,” the company noted.

The label’s first artists will be revealed in the coming months, with debut releases slated for fall 2025. The company will maintain offices and talent hubs across Asia.

Ne-Yo, known for writing hits for Beyoncé, Rihanna and Jennifer Hudson, brings significant global acclaim. MC Jin made history as the first Asian American solo hip-hop artist signed to a major U.S. label.

Sonu Nigam, one of India’s most celebrated vocalists, has spent nearly two decades as one of the country’s most-streamed and influential playback singers.