Universal Music Group is setting up label camp, Def Jam Records in Africa that focuses on the best of hip hop and afrobeats music on the continent.
The label will be based in Johannesburg, South Africa and Lagos, Nigeria, but its entire makeup will be sourced across the continent. According to Variety, 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, managing director of Universal Music Sub-Saharan Africa & South Africa.
“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,” disclosed Dlamini about the launch.
Starting off, the label shelters bigwigs in the African music fraternity such 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).
Def Jam Records Africa will have its own dedicated resources and focus specifically on its core genres, making it the first stand-alone UMG label in Africa.
Already benefiting from the label’s sister company in New York, Nasty C is set to release his much-anticipated album “Zulu Man with Some Power” under the New York group.
