Tunji Balogun, chairman and CEO of Def Jam Recordings, said that Def Jam has always been built around dynamic artists who speak directly from their own communities, languages, and lived realities.

He believes Def Jam Recordings China will continues that tradition. "The goal is not to copy what's worked elsewhere, but to support Chinese artists in defining hip-hop on their own terms, in ways that feel authentic, contemporary, and culturally grounded," Balogun said.

Alongside the launch, Def Jam Recordings China also announced its focus on Guofeng Hip-hop, a creative direction developed in close collaboration with Migu, a Chengdu-headquartered leading digital content platform under China Mobile.

"Guofeng" is a term widely used in China's creative industries to describe contemporary music that draws from Chinese language, cultural references, and storytelling traditions, while engaging with modern production approaches and global music trends.

The two sides will collaborate on music content development, talent discovery and incubation programs, marketing, distribution, and live performances, as well as merchandise and street culture–driven expressions, with a shared focus on shaping Guofeng Hip-hop into a distinct genre and positioning it within the global hip-hop conversation.