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Universal Music Group Launches Def Jam Africa, Includes Vector, Larry Gaaga, Others in Roster
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Def Jam Africa Artists. Top row L-R / Larry Gaaga,, Boity, Tshego / Middle Row L-R. Nadia Nakai, Cassper Nyovest, Nasty C / Bottom Row L-R. Ricky Tyler, Vector, Tellaman
Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of Def Jam Africa, a new label division within the continent dedicated to representing the best hip-hop, Afrobeats and trap talent in Africa. Def Jam Africa will follow the blueprint of the iconic Def Jam Recordings label, which has led and influenced the cutting-edge in hip-hop and urban culture for more than 35 years.
The label will initially be based in Johannesburg, South Africa and Lagos, Nigeria, but will identify and sign artist talent from across the entire continent. It will 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, MD, Universal Music Sub-Saharan Africa & South Africa.
The label launches with a flagship roster, that includes some of the most influential, successful and followed African talent including: 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).
In making the announcement, Sipho Dlamini said, “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 tha 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.
Jeff Harleston, interim Chairman & CEO, Def Jam Recordings said, “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 discover the incredibly talented hip-hop artists emerging from across the continent.”
Adam Granite, EVP, Market Development said, “Def Jam has always been a respected mark of hip-hop quality, and the calibre of artists already on the roster, shows that this is a label, truly dedicated to helping the very best rap talent from Africa, reach new audiences on a global level.”
Earlier this year it was announced that South African rapper Nasty C will release his forthcoming album Zulu Man with Some Power in partnership with Def Jam Recordings in 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.
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