Chinese pop singer Li Yuchun (second from left) is to be the label's ambassador for the Chinese mainland, Hong Kong singer-actor Nicholas Tse (second from right) will represent it in Hong Kong and Taiwan, and K-pop star turned actor Seungri (right) will assume the role in South Korea. [Photo provided to China Daily]

Sony Music Entertainment and Tencent Music Entertainment Group announced the launch of a new electronic dance music label, Liquid State, on Jan 31.

The label's mission will be to create a hub for electronic and EDM artists from the Asia region as it looks to discover, showcase and develop regional talent and create original content, while at the same time providing support for international artists in the region.

Alan Walker, Sony Music artist and Norwegian producer and DJ, is set to release a string of collaborations on the label in 2018, while three of Asia's biggest music stars have signed on as ambassadors for Liquid State across the region.

Chinese pop singer Li Yuchun is to be the label's ambassador for the Chinese mainland, Hong Kong singer-actor Nicholas Tse will represent it in Hong Kong and Taiwan, and K-pop star turned actor Seungri will assume the role in South Korea.