The label will initially be primarily based in Johannesburg, South Africa and Lagos.
Def Jam devoted to helping the very best rap talent from Africa, attain new audiences on a world stage.
Larry Gaaga and Vector among the newly launched label.
Universal Music Group today announced the launch of Def Jam Africa, a brand new label division inside the continent.
In accordance with the announcement, the brand new label is devoted to representing “the best hip-hop, Afrobeats and trap talent in Africa, and will comply with the blueprint of the iconic Def Jam Recordings label,” one of the most important hip-hop/R&B companies in history.
The label will initially be primarily based in Johannesburg, South Africa and Lagos, Nigeria, but will identify and sign artist talent from across the whole continent.
It is going to be supported by dedicated A&R, marketing, creative and digital teams from the UMG teams in both Nigeria and South Africa and will report to Sipho Dlamini, managing director of Universal Music Sub-Saharan Africa & South Africa.
The label launches with a flagship roster together with well-established African artists as Boity (South Africa), Cassper Nyovest (South Africa), Larry Gaaga (Nigeria), Nadia Nakai (South Africa), Nasty C (South Africa), Tshego (South Africa), Tellaman (South Africa), Ricky Tyler (South Africa) and Vector (Nigeria).
Most of these artists have previously released recordings under the UMG Africa banner, however a rep for the company tells Variety that Def Jam Africa is the first standalone UMG label in Africa that can have its own identity, dedicated resources and focus particularly on its core genres.
In making the announcement, Dlamini mentioned, “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 the ultimate destination for hip-hop and urban culture worldwide.
It’s a historic achievement that we’re now capable of convey this iconic label to Africa, to create an genuine and trusted home for many who aspire to be the best in hip-hop, Afrobeats and trap. Collectively, we’ll construct a brand new community of artists, that can push the boundaries of hip-hop from Africa, to achieve new audiences globally.
Jeff Harleston, interim Chairman & CEO, Def Jam Recordings mentioned, “Def Jam is a globally recognized brand, synonymous with excellence in hip-hop, and we enthusiastically welcome the launch of Def Jam Africa as an opportunity for audiences worldwide to find the extremely gifted hip-hop artists rising from across the continent.”
Adam Granite, EVP, Market Development mentioned, “Def Jam has always been a revered mark of hip-hop quality, and the calibre of artists already on the roster, reveals that it is a label, really devoted to helping the very best rap talent from Africa, attain new audiences on a world stage.”
Earlier this year it was announced that South African rapper Nasty C will launch his forthcoming album “Zulu Man with Some Power” in partnership with Def Jam Recordings within the U.S., during Summer, 2020. Other forthcoming releases on Def Jam Africa include singles from: Ricky Tyler, Boity, Nasty C, Tellaman feat. Alpha P, Vector, Cassper Nyovest and Tshego.
Since its founding by Rick Rubin and Russell Simmons in 1984, Def Jam has been one of the , with classic releases through the years from LL Cool J, the Beastie Boys, Public Enemy, Method Man, Ghostface, DMX, Ludacris, the Roots, Young Jeezy, Frank Ocean, Logic and, via a deal with Jay-Z’s Roc-A-Fella and Roc Nation labels, Jay, Kanye West, Rihanna and others.
