Hip hope: Universal Music opens Southeast Asia HQ betting on rap

Rappers Joe Flizzow, Daboyway, Yung Raja, Fariz Jabba, ALIF and A.Nayaka pose in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

SINGAPORE (Reuters) - Korea brought the world K-Pop. India, the music of Bollywood. Could the chaotic, fast-growing region of Southeast Asia be a new hotbed for hip hop?

Vivendi's Universal Music Group (UMG) is hoping so.

The unveiling of its Southeast Asia headquarters in Singapore on Tuesday came with a performance from six newly-signed rappers - whose bleached hair, gold jewellery and baggy clothing jarred somewhat with the business hotel backdrop.

Executive vice president for market development at Universal Music Group (UMG) Adam Granite and Calvin Wong, chief executive officer for Southeast Asia and senior vice president for Asia at UMG, attend the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

"We are making a bet on hip hop but I think it's a pretty safe one," said Adam Granite, who oversees UMG's market development in Asia.

"Hip hop is often about struggle and the streets and southeast Asia has some challenging components. You have poverty in places ... some difficult living situations, and where you see hip hop really resonate is when it can be as authentic as possible."

Of the artists signed to UMG's flagship hip hop label Def Jam, Thai rapper Daboyway is the most well-known locally with one million followers on Instagram.

Executive vice president for market development at Universal Music Group (UMG) Adam Granite and Calvin Wong, chief executive officer for Southeast Asia and senior vice president for Asia at UMG, pose with rappers Joe Flizzow, Daboyway, Yung Raja, Fariz Jabba, ALIF and A.Nayaka in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

He said appetite for the genre in the region has been "crazy" in recent years as listeners expand from long-established U.S. acts to focus on home-grown talent.

As such, many of region's artists sing in their mother tongue to solidify their domestic support.

But UMG's Granite says this is no longer as much of a barrier for international audiences, as exemplified by Puerto Rican singer Luis Fonsi's 2017 hit 'Despacito' and 'Gangnam Style' by Korea's Psy in 2012.

Executive vice president for market development at Universal Music Group (UMG) attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

The challenges for rap music in the region may be closer to home. A genre which often tackles contentious social issues can be challenging in countries where free speech is curbed including Singapore and elsewhere in the region.

"We've all had situations where radio stations say: we don't think we can play this song," said Malaysian rapper Joe Flizzow.

"We try to be sensitive but at the same time being hip hop artists you've got to keep it 100 (percent real) because people see right through it if you are being fake."

Toby Andrews, General Manager of Astralwerks, attends the opening of Universal Music Group (UMG)'s Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

UMG's new Singapore hub is designed to anchor its business in the region, which now includes a Vietnam office. Finding the next K-Pop would be icing on the cake.

"It (K-Pop) really is world class: the quality of the artistry, of the songs, of the dancing, of the outfits," said Granite.

"What we need to do is to elevate the game in many of these other markets to get them on the scale that they can compete."

Ingrooves chief executive officer Bob Roback attends the opening of Universal Music Group (UMG)'s Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

(Reporting by John Geddie; Editing by Andrew Heavens)

Executive vice president for market development at Universal Music Group (UMG) Adam Granite attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper Fariz Jabba attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Ingrooves chief executive officer Bob Roback attends the opening of Universal Music Group (UMG)'s Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper Daboyway attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Malaysian rapper Joe Flizzow attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES. NO RESALES. NO ARCHIVES.

Calvin Wong, chief executive officer for Southeast Asia and senior vice president for Asia at Universal Music Group (UMG), attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Calvin Wong, chief executive officer for Southeast Asia and senior vice president for Asia at Universal Music Group (UMG), attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper Yung Raja attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper Daboyway attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper Yung Raja attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Toby Andrews, General Manager of Astralwerks, attends the opening of Universal Music Group (UMG)'s Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Rapper A.Nayaka attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Nina Usher, General Manager at Spinnup attends the opening of Universal Music Group (UMG)'s Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.

Malaysian rapper Joe Flizzow attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES. NO RESALES. NO ARCHIVES.

Executive vice president for market development at Universal Music Group (UMG) Adam Granite attends the opening of UMG's Southeast Asia headquarters in Singapore September 17, 2019. Universal Music Group (UMG)/Handout via REUTERS THIS IMAGE HAS BEEN SUPPLIED BY A THIRD PARTY. MANDATORY CREDIT. NO RESALES. NO ARCHIVES.