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Warner expands its Chinese hip hop label, signs Bohan Phoenix

By | Published on Thursday 3 June 2021

Warner Music

Warner Music China is expanding its hip hop label Juuice, extending the division’s operations into Taiwan and Hong Kong. The label has also announced the signing of rapper Bohan Phoenix.

Confirming all this, Jonathan Serbin – CEO of Greater China for Warner Music Asia – says: “We are delighted to announce the expansion of Juuice across Greater China. Already a force in the mainland, we are now leveraging the resources of our other affiliates, Hong Kong and Taiwan, to fuel Juuice’s ability to promote its roster across a wider network in Asia. Juuice artists will benefit from Warner Music’s integrated marketing and promotion efforts across the region, enabling them to accelerate their careers by reaching the widest audience possible”.

For his part, Phoenix is super excited to now be part of the label’s expansion. In fact he’s… well, you know. “I’m THRILLED to join Warner Music China and the Juuice family”, he says. “They work with some of the greatest talents in the genre, and I’m so excited to become part of the roster. I can’t wait to continue my work building bridges between East and West through music in the months and years to come”.

On the latest Juuice signing, Serbin adds: “We are very pleased to welcome Bohan Phoenix to the Warner Music family. He is a true original and boasts one of the most exciting voices of the Chinese diaspora”. Referencing the fact the rapper actually grew up in the US, Serbin goes on: “[Bohan] brings to the art his experiences from both the East and the West, capturing the dichotomy of his multi-cultural, bilingual upbringing. It is a great privilege to be able to work with him as he prepares to launch and showcase his music to the world”.