Tencent Music launches ‘Project X’

Tencent Music Entertainment Group (TME) unveiled its new “Project X” initiative at the 2025 TME China Music Impact Summit held over the weekend at Galaxy Macau.

The project is designed to promote Chinese music on the international stage and expand the reach of Chinese artists worldwide.

“Project X” aims to elevate both music creators and high-quality works by partnering with domestic and international music organizations. Through these collaborations, the initiative seeks to foster cross-border development and build a global platform showcasing emerging and established Chinese talent with world-class production values and aesthetics.

The launch event brought together industry leaders, including TME Group vice president Tsai Chun Pan, Universal Music Hong Kong managing director Gary Chan, Warner Music China managing director Sherry Tan, and representatives from Apple Greater China and YouTube Music, creating a premier global stage dedicated to Chinese music acts.

According to media reports, “Project X” will capitalize on TME’s extensive global network and experience in live events and promotion.

By integrating both online and offline resources, the initiative aims to open new international markets for Chinese musicians and contribute to a more open, interconnected music ecosystem globally.

The announcement followed the 2025 TMELive International Music Awards (TIMA), held August 22-23 at Galaxy Arena. Since its inception in 2019, TIMA has grown into a highly anticipated event, drawing popular artists from South Korea, Thailand, Taiwan, and Hong Kong.

This year’s highlights included South Korean girl group Twice winning the Most Influential International Group of the Year award.

Since 2023, Tencent and Galaxy Entertainment Group (GEG) have been working together through a three-year strategic partnership, bringing TME Live’s performances to Galaxy Arena. Now in its second year, Galaxy continues attracting a variety of entertainment performances to Macau through this partnership.