Pacific Music Group, a new Hong Kong–based entertainment company founded by Sonu Nigam, NE-YO, MC Jin, and veteran music executive Jonathan Serbin, has officially launched with an ambitious mandate: to develop globally competitive talent from across Asia and serve as a strategic gateway for international artists entering the region.
Arriving at a time when Asia’s influence on the global music industry is rapidly accelerating, the company positions itself as a Pan-Asian artist incubator designed around the region’s current scale and future potential. With Japan, China and Korea already among the world’s largest music markets, and countries such as India, Indonesia, Vietnam and the Philippines showing fast-rising growth, Pacific Music Group is framing its model around this expanding ecosystem.
Serbin, former Co-President of Warner Music Asia, says the timing reflects a broader industry shift, “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,” he notes, highlighting the founders’ extensive global experience.
The company plans to operate multiple imprints across pop, R&B, hip-hop, electronic and regional genres, with operations covering Japan, Korea, China, India and Southeast Asia. Its model blends A&R development, mentorship from its founding artists and cross-border collaboration. The first signings are expected to be announced in the coming months.
For NE-YO, the venture carries personal meaning. “Launching Pacific Music Group isn’t just a business move. It’s a personal mission. As an individual of Chinese descent, I’m proud to help discover and elevate the next generation of Pan-Asian superstars. I’ve toured across Asia and watched the scene evolve. The culture and creativity here deserve a global platform,” he says.
MC Jin, who will head the company’s hip-hop imprint, views the initiative as a chance to amplify new regional voices. “Asia is full of talent with unique stories, fresh styles and authentic messages waiting to be shared with the world. Hip-hop helped me explore my identity and find my voice. I’m looking forward to working with artists on that same journey,” he says.
Sonu Nigam underscores the broader opportunity to take Asian talent beyond domestic markets. “India alone has 1.6 billion people, but Indian artists want to connect well beyond our borders. The same is true across Asia. With Pacific Music Group, we’re not just exporting talent. We’re helping artists thrive both at home and abroad,” he says.
Beyond artist development, the company aims to build a cross-cultural creative hub through offices and production bases across key Asian markets. Its approach draws on Serbin’s experience establishing Warner Music’s Asia network—including its first dedicated K-pop label—and on the founders’ combined decades of touring, recording and global collaboration.
Pacific Music Group’s name signals a belief in a shifting global axis. The company argues that the Pacific region now represents a primary flow of creative influence, consumption and market momentum. As Serbin notes, the long-standing US–UK centre of the recorded-music industry is giving way to a more multipolar landscape driven by major Asian markets and emerging regions.
The company’s first releases are set for fall 2025, with further operational details and artist announcements expected later this year.
