SUM Entertainment, a Shanghai-based joint venture between Universal Music and the Shanghai Music Group (SMG) has appointed A&R chief Antonio Chen as its new GM, effective immediately.

Chen replaces Carol Choi, who helped set up SUM in 2004 and who left the company in December 2006.

Previously with Sony Music joint venture Shanghai Epic Entertainment, Chen joined Universal in April 2006 as senior A&R consultant for Universal Music China and Hong Kong. Based in Shanghai, he has been working closely with Choi and SUM's roster of young artists,

Chen, who reports to SUM managing director Hung Tik, will be "charged with the exciting challenge to fulfill SUM's mission to be the number one next-generation music and entertainment company that connects China to the world," according to the company in a statement.

SUM, which produces Chinese-language media and entertainment such as Dragon TV's "Wo Xing, Wo Show" TV talent contest, is the first joint-venture between an international music company and a major Chinese media group.