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Warner Music expands its JUUICE Hip Hop label across greater China

The first signing is Asian Hip Hop pioneer Bohan Phoenix

LiFTED | LiFTED Staff | 3 Jun 2021

Warner China has announced that they will be expanding their Hip Hop imprint JUUICE across the Greater China region to focus on the fast-growing scene throughout the territory. Warner China also announced their first signing under the expanded label will be Bohan Phoenix – a Chinese Indie Hip Hop stalwart who has collaborated with everyone from VaVa to the Higher Brothers. JUUICE is already home to Chinese rap stars like Ty. and Deng Dian Guo, and looks to raise its profile significantly with the Bohan Phoenix signing.

Bohan, who graced the first-ever LiFTED cover, hails from Hubei province, but moved to the US at 13 and discovered Hip Hop as a teenager. After University he moved to Chinese Hip Hop’s spiritual home, Chengdu, where he fell in with the bubbling local scene and ended up collaborating with its top players and has played a key role in bridging the East-West divide in Asian Hip Hop.

Jonathan Serbin, CEO of Warner Music Greater China said, “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.”

We are definitely looking forward to Bohan’s next releases on JUUICE!