Universal Music Group Launches Def Jam Africa
On the back of Nasty C’s announcement of signing to Def Jam in March, an array of South African artists have been added to the label’s African roster.
Tshego, Cassper Nyovest and Boity are among the first artists to be signed to Def Jam Africa, a newly-minted division of Def Jam Records.
Other signees include Nadia Amalia, Tellaman and Ricky Tyler.
It goes without saying that Def Jam Records holds an important place in the history books for amplifying the voices of black artists in the music industry. With a historical roster that includes Jay-Z, Run DMC, and Kanye West, the cultural significance of Def Jam runs deep, having played an instrumental role in the making of many legends as we know them today.
The label, which is set to invest in the African Hip-Hop & Afrobeats industry, announced its arrival yesterday, outlining that its initial focus would be on South Africa and Nigeria, with an expansion to the rest of the continent on the horizon. Larry Gaaga & Vector were among the first Nigerian artists to be added to the division.
“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.” said UMG’s Sipho Dlamini in the announcement on Tuesday.
