New Hong Kong–based global music label aims to discover and develop top Pan-Asian talent for the global stage and serve as a gateway for international artists entering Asia

Three-time, Grammy Award-winning superstar NE-YO, Indian music legend Sonu Nigam, and pioneering Chinese American rapper MC Jin have joined forces with veteran music executive Jonathan Serbin to launch Pacific Music Group, a visionary new entertainment company headquartered in Hong Kong poised to reshape the global music industry.

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From left: MC Jin, NE-YO, Jonathan Serbin, Sonu Nigam

Pacific Music Group aims to build world-class music careers from the heart of Asia, with a focus on discovering, mentoring, developing, and promoting the region’s most promising talent. The company also offers international artists a powerful entry point into Asia’s rapidly expanding music landscape.

Launching with multiple genre-spanning imprints, including pop, R&B, Hip-Hop, electronic, and regional Asian styles, Pacific Music Group will develop a dynamic roster of artists across borders. Its reach spans Asia, stretching east to west from Japan to India and north to south from China and Korea to Southeast Asia. The company is committed to delivering impactful releases, original music, and culturally resonant collaborations.

“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. At the same time, rapidly growing markets like India, Indonesia, Vietnam, and the Philippines offer immense potential. We believe the time is right for a music company born in Asia, but built with a global perspective from day one,” said Jonathan Serbin, former Co-President of Warner Music Asia. “NE-YO, Sonu and MC Jin have all achieved long-standing global success, and they know exactly what it takes to build international music careers. I’m honored to partner with these legends. Pacific Music Group artists will gain invaluable insight from their experience and vision.”

“Launching Pacific Music Group isn’t just a business move, it’s a personal mission,” NE-YO said. “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. I’ve toured across Asia several times and witnessed the evolution of the music scene, so I’m really excited to make history and bring the region’s rich culture to the forefront of the global stage.”

MC Jin, who will head up Pacific Music Group’s Hip-Hop imprint, stated, “The influence of Hip Hop on a global scale is undeniable. For me, it provided a way to find my voice as an artist, explore my identity as a Chinese American and share my truth as a storyteller. As a fan of the music and a student of the craft, I'm looking forward to connecting with artists who are also on that journey. Asia is full of talent with unique stories, fresh styles and authentic messages waiting to be shared with the world. With Pacific Music Group, these individuals will now have a chance to share their art rooted in creativity and culture in an impactful way.”

Sonu Nigam, one of India’s most celebrated performers, added, “India alone has 1.6 billion people, but Indian artists want to connect well beyond our borders. The same is true across Asia. There is a hunger to grow globally and the potential to bring the richness of our cultures to the world. With Pacific Music Group, we’re not just exporting talent, we’re helping artists thrive both at home and abroad.”

NE-YO, Sonu Nigam, and MC Jin will provide A&R guidance and mentorship to the label’s artists, drawing on decades of success as globally renowned performers and hitmakers. Jonathan Serbin, who helped drive Warner Music’s expansion across Asia and launched its first dedicated K-Pop label, brings extensive regional expertise and a proven track record in artist development and strategic investment.

Pacific Music Group’s debut artists will be unveiled in the coming months, with initial music releases scheduled for Fall 2025. The company will operate with offices and talent hubs across Asia, creating a vibrant, cross-cultural ecosystem for artist development, collaboration, and growth.

A New Model for a Global Music Future

Pacific Music Group also reflects a broader shift in the industry. Eighty years ago, when Atlantic Records was founded, the Atlantic Ocean symbolized the dominant music axis, linking the U.S. and U.K. Today, that axis has shifted. Three of the world’s largest music markets (Japan, China, and Korea) are in Asia, alongside some of the fastest-growing new markets, including India, Indonesia, Vietnam, and the Philippines.

The name Pacific Music Group reflects this new reality. Asia is now the epicenter of creative energy, musical innovation, and fan engagement. Just as Atlantic Records once captured the spirit of its time, Pacific Music Group speaks to a future where influence flows across the Pacific Ocean from Pan-Asia to the world.

About Pacific Music Group

Pacific Music Group is a next-generation music company founded in 2025 by NE-YO, Sonu Nigam, MC Jin, and Jonathan Serbin. Headquartered in Hong Kong with a Pan-Asian presence, the company is committed to developing global careers from Asia and fostering cultural exchange between East and West. The label supports emerging and established artists through world-class production, strategic promotion, and mentorship from industry icons.

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