Universal Music South East Asia and Def Jam Recordings SEA have entered into a strategic global branding alliance with Malaysian Super League champions Johor Darul Ta’zim Football Club (JDTFC).
The partnership will see the release of a track called Pioneers, the JDTFC club’s official 2022 theme song.
It was created and performed by Snoop Dogg and Joe Flizzow, one of Malaysia’s most popular rappers, who also serves as President, Def Jam Recordings SEA.
The news of the partnership follows Snoop Dogg’s appointment at Def Jam in the US as Executive Creative and Strategic Consultant last year.
With a focus on A&R and creative development, Snoop Dogg’s role at the label sees him act as a senior strategic advisor.
The new track forms part of JDTFC’s wider global branding strategy, developed in partnership with UM SEA.
Universal Music Malaysia will be the exclusive music distribution partner for the single, which will be available on digital streaming platforms worldwide, from tomorrow (March 18) 2022.
Universal Music Group launched Def Jam South East Asia in 2019 as part of an expansion of its recorded music operations across South East Asia (UMG SEA).
Pioneers was performed by Snoop Dogg and Joe Flizzow and produced by SonaOne. The vocals were recorded in Los Angeles and Kuala Lumpur, with mixing and mastering completed in Los Angeles.
“We are honored to partner with Johor Darul Ta’zim Football Club for this groundbreaking initiative.”
Calvin Wong, Universal Music Group
Calvin Wong, Universal Music Group’s CEO, Southeast Asia & SVP, Asia said: “We are honored to partner with Johor Darul Ta’zim Football Club for this groundbreaking initiative.
“The experience and creativity of Universal Music SEA and Def Jam Recordings SEA’s teams of artists and executives will help expand the legacy of JDTFC and cultural impact of our artists, not only in Malaysia and South East Asia, but around the world.
“We are truly proud to play a part in JDTFC’s global brand strategy and hope our artists will unite JDTFC’s fans globally through music.”
“The beauty of this unique partnership with JDTFC is that we can provide breakthrough opportunities for local artist and upsurging homegrown brand with international superstar like Snoop Dogg.”
Kim Lim, Universal Music Malaysia
Kim Lim, MD of Universal Music Malaysia said: “Artist collaboration is one of the biggest creative forces driving music and brands today.
“The beauty of this unique partnership with JDTFC is that we can provide breakthrough opportunities for local artist and upsurging homegrown brand with international superstar like Snoop Dogg.
“I believe this collaboration can open up a whole new world of sounds, styles and opportunities between Universal Music Malaysia and JDTFC in future seasons.”
“Universal Music Group is the largest music company in the world with a very rich history of award-winning artists and great music that have shaped the entertainment industry for almost 100 years.”
HRH Tunku Ismail Ibni Sultan Ibrahim, Johor Darul Ta’zim Football Club
HRH Tunku Ismail Ibni Sultan Ibrahim, Owner, Johor Darul Ta’zim Football Club, said: “Universal Music Group is the largest music company in the world with a very rich history of award-winning artists and great music that have shaped the entertainment industry for almost 100 years.
“Having a phenomenal hip hop legend like Snoop Dogg to perform JDT’s 2022 official theme song with our Johorean artiste, Joe Flizzow is truly an amazing collaboration.
“We hope that Pioneers will mark the beginning of many more collaborations between JDT and Universal Music in the years to come.”Music Business Worldwide
