A world’s leading music company has agreed to cooperate with a Vietnamese entertainment firm in multiple projects, including the launch of a music channel in the country.

The new music, entertainment and media channel, UM Channel, will be launched under a tripartite agreement signed Thursday between Universal Music Group (UMG), Vietnamese multi-channel network Yeah1 Group (YEG) and the online digital distribution service Global Tunes.

The content of UM Channel will include music videos (MV), international and Vietnamese entertainment news, rebroadcast of live concerts and MV production. It is also expected to feature many other special programs such as talent competitions, talk shows with international artists, and exclusive footage of Vietnamese celebrities at global events.

The airtime division will be 70 percent for music and 30 percent for other content types.

It is unclear when UM Channel will be officially launched.

At Thursday’s signing ceremony, three Vietnamese singers including Minh Hang, Isaac and Vu Cat Tuong were announced as the ambassadors of UM Channel.

Thailand’s singer Jannine Weigel is pictured at the event. Photo: Tuoi Tre

UMG is a world’s leading music company, which owns and operates a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries.

Some of the Universal Music Group artists are Taylor Swift, Rihanna and Kanye West.

Global Tunes is the technology for music distribution, talent search and community platform with a global exclusive partnership with UMG.

And Yeah1, with its community and roots in tech and television, is now aggressively expanding into the region and beyond for its digital ambitions.