Adam Granite during a speech at All That Matters conference at the Ritz-Carlton in Singapore.
The label opened the doors to a new office this week that will support A&R and marketing teams in Malaysia, Indonesia, Indochina, Thailand, the Philippines and Singapore -- a territory that encompasses some 700 million people. While Granite will continue to be responsible for Asia and other less-developed markets such as Africa and India, the label’s strategy is to put more resources on the ground to discover and sign new talent in their own local languages.
On Tuesday a half-dozen hip hop artists Universal recently signed in the region performed at All That Matters, including Yung Raja from Singapore, A. Nayaka from Indonesia and Thai-American rapper DaBoyWay.
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