Kaskade Signs With Pacific Music Group. Its Dance Arm Is Run By Bangkok's 22Bullets.
The eight-time Grammy nominee's new Asia deal runs through Pacific Music Group, the Hong Kong company whose electronic music imprint is led by Thailand's first-ever DJ Mag Top 100 entrant.
The Signing
Kaskade put his name on a new deal this week, and it has nothing to do with a record. On September 2, the Grammy-nominated house producer signed an exclusive partnership with Pacific Music Group (PMG), the Hong Kong entertainment company that will now handle his brand partnerships, media relations and long-term market development across Asia. The regions named in the announcement: Japan, Korea, Greater China, and Southeast Asia.
"I've had a deep connection with Asia for decades, ever since I lived there for a few years," Kaskade said in the announcement. "Partnering with Pacific Music Group gives me the chance to build something even stronger."
It's a big name for a young company. PMG launched in Hong Kong in late 2025, backed by NE-YO, Bollywood playback legend Sonu Nigam, rapper MC Jin, and Jonathan Serbin, the former co-president of Warner Music Asia. Kaskade, an eight-time Grammy nominee whose credits include being the first in-game DJ at a Super Bowl (2024, over 123 million viewers) and the first starting-grid DJ for a Formula 1 Miami Grand Prix, is easily the biggest dance name PMG has signed since K-pop star Tiffany Young joined its roster earlier this year.
The Part That Actually Matters Here
Here's the detail that got buried in the trade headlines: PMG's dance music arm isn't run out of a boardroom in Hong Kong. It's run by a DJ from Bangkok.
Ghostone Records, the label PMG built specifically for electronic music, has been led since its launch by 22Bullets (real name Varun Sony), a Thai producer who debuted on DJ Mag's Top 100 DJs list at No. 92 in 2021, the first Thai DJ ever to make that list. He's played Tomorrowland, Ultra, EDC and Creamfields, remixed for Fedde Le Grand, and worked with KSHMR and Timmy Trumpet. As Ghostone's president, he signs off on the label's A&R, and its first signee is Chinese DJ Lizzy Wang, whose single "Party's Over" launched the label late last year.
So when PMG talks about building Kaskade's business "across Asia, including Southeast Asia," the infrastructure for that already exists, and it answers to a Bangkok producer, not the other way around. That's a different shape than the usual story, where a Western agency parachutes into the region to find local acts. Here, the regional guy already had the job before the Western star signed the contract.
What It's Worth to the Region
Loopliner has watched Southeast Asian DJs pick up international recognition piece by piece this year: Illuzion and Club Seen both cracked DJ Mag's Top 100 Clubs, and Cebu's GUDFELLA signed to Insomniac Records months before playing EDC Thailand. The Kaskade deal is a different kind of milestone. It isn't a Southeast Asian artist getting picked up by a global machine. It's a global artist plugging into a machine that a Southeast Asian DJ already runs.
Worth saying plainly: PMG is a year old, and Ghostone has signed exactly one artist so far. A press release is not a track record, and nobody involved has said yet what Kaskade's actual Southeast Asia tour dates will look like. But if PMG follows through on "long-term market development" in this region, 22Bullets is the one deciding what that looks like on the ground, whatever happens with the Kaskade side of it.
Cover photo: Kaskade, courtesy of Insomniac Records.
