Universal Music bets on Asian pop star Kris Wu

Universal Music Group is reaching to Asia for growth.

The Los Angeles company, the largest music label in the world, on Monday signed a multi-year recording deal with Kris Wu, a popular Chinese-Canadian actor and singer.

Wu got his start in Korean-Chinese pop group EXO.

Terms of the deal were not released.

The face of Bulgari and Burberry, Wu has starred in Chinese and Hollywood movies, including “XXX: Return of Xander Cage,” alongside Vin Diesel.

Under the multi-year agreement with UMG, future music from Wu will be released internationally, except for in Japan and Korea, through a partnership of Universal Music China, Interscope Geffen A&M in the US, and Island Records in the UK — as well as UMG’s operations in more than 60 countries.

In October, Wu, 27, became the only Chinese artist to reach the top spot on the US iTunes Chart with his single, “Deserve,” featuring Travis Scott.

Wu, whose celebrity has been described as Justin Bieber-esque, has a robust social media following with more than 25 million on Weibo, a Twitter-like service in China, and 5.9 million followers on Instagram.

UMG’s deal with Wu is part of its global growth strategy. Last year, UMG signed renowned classical Chinese pianist Lang Lang to a multi-year deal.

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