Warner Music Group [1,701 articles]” href=”https://www.musicbusinessworldwide.com/companies/access-industries/warner-music-group/”>Warner Music Group-owned hip-hop media platform HipHopDX has launched HipHopDX Asia.
With a focus on Greater China, South East Asia, South Korea and Japan, HipHopDX Asia “was created to drive the globalization of hip-hop music from the region, showcasing talent and connecting fans”, according to a release announcing the news.
MBW broke the news in September 2020 that Warner Music Group had acquired HipHopDX, a hip-hop news, reviews and commentary site.
The Los Angeles-based hiphopdx.com is visited by more than 3 million people a month, while being followed by 1.6m people on Facebook [323 articles]” href=”https://www.musicbusinessworldwide.com/companies/facebook/”>Facebook, 700,000 on Twitter, 530,000 on Instagram [256 articles]” href=”https://www.musicbusinessworldwide.com/companies/facebook/instagram/”>Instagram and 850,000 on TikTok.
On YouTube [1,138 articles]” href=”https://www.musicbusinessworldwide.com/companies/youtube/”>YouTube, HipHopDX shows are watched by more than 8m people per month and the platform has more than 850,000 subscribers.
This is the latest expansion of the HipHopDX brand globally, following launches of the platform in France and the UK.
HipHopDX Asia will be led by Eddy Lim, a creative executive who is deeply involved in Asia’s Hip Hop scene.
He previously headed up Rocketfuel Entertainment, where he co-created and produced the hit barbershop cypher series 16 Baris which culminated in the largest ever Hip Hop concert in Malaysia.
HipHopDX Asia already has three flagship content series in production with the first episodes of artist profile series The Glow Up and Weekly Rap Up available to watch now.
The Glow Up will introduce up and coming Hip Hop artists to a wider regional audience, with the first show focusing on Indonesia’s Ramengvrl. Future episodes will feature Hong Kong rapper JB and Japanese Hip Hop artist Shurkn Pap.
Weekly Rap Up airs every Sunday and highlights all the big news stories to come out of Asian Hip Hop.
A third series, Behind Bars, explores “Asian Hip Hop’s biggest songs” and is set to launch on April 1 with Joe Flizzow’s Ciao, which features K-Clique’s MK and South Korea’s Jay Park.
The platform will also be producing specials called DX Originals. The first DX Original documentary will tell the story of how an international Hip Hop festival was held inside Indonesia’s top maximum security prison, organized by an inmate more than a decade ago.
“Taking the legendary HipHopDX brand into Asia is a huge honour for me. There are so many brilliant, original Hip Hop artists in Asia right now.”
Eddy Lim says: “Taking the legendary HipHopDX brand into Asia is a huge honour for me. There are so many brilliant, original Hip Hop artists in Asia right now.
“It feels like the right time to try and break down the barriers between local scenes and help these performers find their place on a global stage.
“The range of content series we are creating will help by offering greater insights into the various underground cultures around the region and will shine a light on the incredible talent within Asian Hip Hop.”
“It is about being local and staying true to what Hip Hop means to us in the US, but from the lens of what it’s like to be in, and grow up in, Asia.”
Sharath Cherian, HipHopDX
HipHopDX Founder and CEO Sharath Cherian, added: “It is about being local and staying true to what Hip Hop means to us in the US, but from the lens of what it’s like to be in, and grow up in, Asia.
“While there is the adoption of US Hip Hop culture to Asia, it still has its own style, slang, venues and of course its own music.
“Eddy is taking us on a journey to see it all. It’s going to be awesome.”Music Business Worldwide