How Pacific Music Group Aims to Launch the Next Asian Superstars: Insights from Ne-Yo and Industry Veterans

[JoyNews24 reporter Lee Mi-young] Grammy-winning artist and hitmaker for Rihanna and Beyoncé, Ne-Yo is helping to develop Asian stars.

Ne-Yo, Sonu Nigam and MC Jin have teamed up with Jonathan Serbin, a veteran music executive and former co-head of Warner Music Group Asia, to launch a new entertainment company called Pacific Music Group (PMG).

Headquartered in Hong Kong, PMG aims to discover and develop Asian artists for the global market. The company will run labels across pop, R&B, hip-hop and electronic music, producing content that reflects the musical identities of different Asian regions. It also plans to support artists’ international launches from key markets including South Korea, Japan, India and China, while serving as a gateway for Western artists seeking entry into Asian markets.

The participation of internationally recognized musicians as founding members is notable.

Ne-Yo, a three-time Grammy winner, has written and produced hits for Rihanna, Beyoncé and Jennifer Hudson. MC Jin first gained attention on BET’s 106 & Park “Freestyle Fridays” and went on to become the first Asian American solo hip-hop artist signed to a major U.S. label. Sonu Nigam has been one of India’s leading vocalists in film and popular music for roughly 20 years and remains among the country’s most-streamed artists.

Ne-Yo described the launch of Pacific Music Group as a personal mission rather than just a business. He said touring across Asia gave him a front-row view of the region’s evolving music scenes. As someone of Chinese descent, he wants to help discover the next generation of pan-Asian superstars and showcase the region’s rich cultures on the global stage.

MC Jin, who will lead PMG’s hip-hop imprint, said hip-hop’s global impact is undeniable and that Asia is home to artists with distinct stories and styles. He added that those artists will connect with global audiences through their cultural roots and creativity.

Sonu Nigam echoed that Indian artists are eager to build connections beyond their borders, and he hopes PMG can help them expand into the global market.

While at Warner Music Asia, Jonathan Serbin oversaw operations across 11 countries and territories, signing and developing numerous Asian artists and spearheading the company’s first dedicated K-pop label. He emphasized that Asia is one of the most dynamic markets in the global music industry and noted that the three founders have all achieved international success and understand how to build global music careers.

PMG plans to reveal its roster in stages and will soon ramp up activities aimed at the Asian music market.