The Warner Music Group is growing their repertoire of international musical artists and music once more. Warner Music Group in New York recently announced the launch of their brand new pan-Asian record label, Whet Records. Whet Records will have a specific focus on electronic dance music, a genre gaining incredible popularity in the region.
Some of the largest and most renowned electronic music festivals like Ultra, Electric Daisy Carnival (EDC), and Creamfields to name a few, have recently added destinations across Asia to their event lists. With mass gatherings celebrating EDM culture and music already taking place across Asia, a record label bridging the continents was not too far behind.
Zoe Yang has been reported to be directly in charge of Whet Records. Yang has previously worked with music festivals such as EDC China and Ultra Music China, two mass scale events that arrived in the country less than four years prior. Yang’s familiarity with electronic dance music events in the region makes her the ideal candidate to spearhead the record label.
CEO of Warner Music Greater China, Jonathan Serbin, will oversee Yang. Formerly the CEO of Mixmag Asia and executive producer of several albums and collaborations between Asian and Western musicians, Serbin has over twenty total years’ experience in the electronic dance music sector.
“Whet will blend the power of Warner Music’s network and expertise with the DNA of a true electronic music label,” said President of International Recorded Music at Warner Music Group, Simon Robson. “Jonathan has worked quickly to get this off the ground and we’re excited to show the world the talent brewing throughout Asia.”
Lizzy Wang, the first female Chinese DJ to perform at Ultra, is Whet Records’ first official signing. Her first single on Whet Records, “Flexy” featuring the talent of Warner Music Norway’s Julie Bergan on vocals, came out on April 15. “Flexy” is a stunningly entrancing track that has been dubbed “an anthem of female empowerment.”
“I’m so excited to join the team at Whet Records and Warner Music,” Wang stated of the new label. “The region has been in need of a dedicated Pan-Asian dance label, and Whet is the ideal platform. I look forward to working with the team and sharing my music with the fans.”
Wang has appeared at a number of electronic dance music festivals across the world including Jungle Festival, EDC, and the Singapore F1 Grand Prix. Wang has landed several tracks on the Chinese music charts over the years and has also done remixes of electronic dance tunes by Valentino Khan and HenriPFR, as well as a collaboration track with Ferry Corsten.
“We are proud to announce the signing of Lizzy Wang to Whet Records,” Serbin noted of Lizzy Wang’s signing to Whet Records. “We believe her energy and enthusiasm on stage, as well as her skills as a producer, make her a great fit for our new label. She’s already proven herself as a major draw in China and Whet Records will help Lizzy expand her following to the rest of Asia and beyond.”
Warner Music Group has been extending their reach into Asia not only with Whet Records, but other acquisitions and labels as well. Earlier this year in March, Warner Music Group-owned HipHopDX launched a hip-hop media platform specifically for Asia. The media platform, HipHopDX Asia, focuses solely on hip-hip news in the region and has quickly taken off in popularity.
The push behind the creation of HipHopDX Asia “was created to drive the globalization of hip-hop music from the region, showcasing talent and connecting fans,” according to a press release from Warner Music Group.