'We're seeing entire new genres and subgenres emerging': UMG's Adam Granite on Asian music exports

At the recent Music Matters 2026 conference in Singapore, Universal Music Group’s CEO for Asia, Middle East, and Africa (AMEA), Adam Granite, provided a comprehensive overview of the rapidly evolving music landscape in Asia and its growing global footprint. His insights underscored the dynamic growth of the region’s music industries and the strategic adaptations required to support artists in this vibrant market.

Granite emphasized that the explosive popularity of Asian pop genres, notably K-Pop, J-Pop, and more recently C-Pop, has served as a catalyst for the region’s increasing visibility on the world stage. These genres have not only generated substantial fanbases but also paved the way for a broader array of musical styles emerging locally, signaling a thriving creative ecosystem.

A key factor behind this momentum is Asia’s predominantly young, tech-savvy population, which has bypassed traditional broadband adoption phases to embrace mobile-first digital platforms. This demographic shift has fostered a social media-driven environment characterized by high user engagement and viral potential. Granite highlighted that Southeast Asia alone accounts for over 1.2 billion monthly active users across digital platforms, a figure rivaling that of entire continents. Remarkably, Indonesia leads globally in TikTok monthly active users, underscoring the region’s role as a powerhouse for digital music consumption and discovery.

Streaming services have been instrumental in enabling Asian music to transcend geographical boundaries. Granite pointed to the example of Vietnamese music gaining significant traction in the US market, illustrating how streaming facilitates cross-border access and audience growth. This trend has coincided with the emergence of entirely new genres and subgenres within the region, reflecting the fluid and experimental nature of the current musical landscape.

The dismantling of traditional industry gatekeepers has been a notable development, with K-Pop’s international success acting as a blueprint for how Asian repertoire can achieve global recognition. Granite noted that the flow of music is increasingly bidirectional, with Western artists now engaging with Asian markets to capitalize on their viral potential, while Asian artists similarly leverage these connections to expand into Western territories. This reciprocal exchange marks a significant evolution in global music relations.

In response to these shifts, Universal Music Group has expanded its presence and services in Asia. Granite detailed efforts to strengthen the label’s infrastructure across the region through organic growth, mergers and acquisitions, and strategic partnerships, aiming for a deep-rooted understanding of local trends and opportunities. A notable development has been UMG’s enhanced focus on artist management, an area previously underserved in Southeast Asia.

Granite described a transition from traditional 360 contracts—where labels primarily engage around album releases—to what he terms “365 deals,” reflecting continuous, comprehensive artist support throughout the year. Today, UMG manages over 130 artists across Southeast Asia, responding to the demand for year-round career guidance and development services beyond conventional recording contracts.

UMG’s investment in management services exemplifies a broader industry trend toward holistic artist care, recognizing that sustained engagement is crucial for nurturing talent in a fast-paced digital era. Granite’s remarks highlighted the company's commitment to adapting to artists’ evolving needs and the shifting mechanisms of music consumption and promotion.

Looking ahead, Granite sees Asia as a key epicenter for generating global hits and viral music content. The region’s unique combination of youthful audiences, digital fluency, and creative innovation positions it as a fertile ground for musical experimentation and cross-cultural collaboration. As Asian music continues to capture international attention, the opportunities for artists and labels alike are expanding significantly.

While specific future projects or partnerships were not detailed, Granite’s commentary at Music Matters 2026 reinforces the importance of Asia within the global music industry and underscores UMG’s strategic initiatives to capitalize on this dynamic environment. The company’s comprehensive regional presence and evolving service models aim to ensure that both emerging and established artists can thrive in an increasingly interconnected musical world.

In sum, Adam Granite’s insights reflect a music industry in flux, driven by technological innovation and cultural exchange. Asia’s music scene is not only growing in scale but also reshaping global music trends, with Universal Music Group positioning itself at the forefront of this transformation.