Vivendi-owned Universal Music Group (UMG) is driving expansion into South East Asia with the launch of two new flagship labels.

The newly launched Def Jam South East Asia will focus on hip-hop, while Astralwerks Asia will concentrate on electronic music.

Adam Granite, EVP of market development at UMG said, according to Music Business Worldwide: “We are excited about bringing Astralwerks to Asia, to explore the many commercial opportunities to build this trusted electronic brand locally including the potential to build out live events, merchandising and other unique fan experiences in the region alongside the recorded music strategy.”

UMG unveiled the labels to coincide with the opening of a new regional headquarters for South East Asia in Singapore.

Calvin Wong, chief executive of UMG South East Asia and SVP of Asia, said the firm would be opening a new office in Vietnam later this year.

Wong said, according to Music Week: “This expansion showcases the importance of South East Asia in terms of musical talent and future business opportunities. Music is more accessible than ever before, and we firmly believe there is the potential for regional and global breakthrough for our artists in the future.”

Last month, Vivendi confirmed its plan to move forward with plans to sell up to 50 per cent of UMG, which saw revenues increase by 18.6 per cent to $3.7bn in the first half of 2019.