Market Chatter: Sony Music Partners Vietnam's YeaH1 to Take V-Pop Global

MT Newswires Live01-22

Sony Group (TYO:6758) unit Sony Music Entertainment has partnered with Vietnam's YeaH1 Group to develop Vietnamese pop acts for global markets, marking a push to expand in Southeast Asia, Nikkei reported Thursday.

Under the tie-up, Sony Music will take a 49% stake in YeaH1's music production and artist management unit, renamed SYE Holdings, gaining preferential rights to negotiate contracts with artists emerging from YeaH1 programs, according to the report.

The first project focuses on Uprize, a boy band formed through a YeaH1 reality show, which made its debut in Ho Chi Minh City this week, the report said.

Sony said the partnership aims to combine its global production and artist development expertise with Vietnam's cultural identity, as it seeks growth in emerging music markets and rising streaming demand, according to the report.

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)

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