Def Jam Africa Launches for the Continent
Universal Music Group has announced the launch of an exciting new division for our African continent. Def Jam Africa has arrived! The new label division is geared towards discovering and representing “the best hip-hop, Afrobeats and trap talent in Africa.” The new division “will follow the blueprint of the iconic Def Jam Recordings label,” continuing to bolster its long-standing history as one of the most significant players in the realm of hip-hop and R&B. Who’s joining their ranks right away? Def Jam Africa’s flagship roster includes Boity, Cassper Nyovest, Nadia Nakai, Nasty C, Tshego, Tellaman, Ricky Tyler, as well as Nigeria’s Larry Gaaga and Vector.
Def Jam Africa will initially be based in Lagos, Nigeria and Johannesburg, but will focus its attention on artists across the continent. This will be supported by dedicated marketing, promotion, A&R, creative and digital teams from the UMG divisions currently operating in Nigeria and South Africa and will be under the guidance of Sipho Dlamini, Managing Director of Universal Music Sub-Saharan Africa & South Africa. The division is currently on the search for a standalone label head. Follow @DefJamAfrica so you don't miss any more announcements!
In making the announcement, Dlamini shared a bit about the importance of the move:“Many of us in Africa grew up on music from legendary labels under the UMG umbrella. From Blue Note for jazz fans, to Mercury Records, which was Hugh Masekela’s first US label and Uptown Records, the home of Jodeci and Mary J Blige and many more. For those into hip-hop, no label has such cultural and historic relevance as Def Jam."
"From Run DMC, to LL Cool J, Disturbing the Peace, Jay-Z, Big Sean and Kanye West, Def Jam has always been the ultimate destination for hip-hop and urban culture worldwide. It is a historic achievement that we’re now able to bring this iconic label to Africa, to create an authentic and trusted home for those who aspire to be the best in hip-hop, Afrobeats and trap. Together, we will build a new community of artists, that will push the boundaries of hip-hop from Africa, to reach new audiences globally.”