SOUTH African rappers Cassper Nyovest, Nadia Nakai, Tellaman, Tshego and socialite Boity among others have been signed by Def Jam Africa. This came after the Universal Music Group (UMG) declared the launch of Def Jam Africa a new label division in the continent devoted to bring the best in hip hop, Afrobeats and trap music in Africa.
Def Jam Africa imitates the designs of the iconic Def Jam Records label which has influenced cutting edge hip hop and urban culture for more than 30 years.
The new record label will be based in Johannesburg, South Africa and Lagos, Nigeria to identify and sign artists from across the continent.
Def Jam Records launches with a flagship roaster, which includes big names such as Boity (SA), Cassper Nyovest (SA), Larry Gaaga (Nigeria) Nadia Nakai (SA), Nasty C (SA), Tshego (SA), Tellaman (SA), Ricky Tyler (SA) and Vector (Nigeria).
Sipho Dlamini the managing director of Universal Music Sub-Saharan Africa and South Africa confirmed the new developments.
“Many of us in Africa grew up on the 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,” Dlamini said.
Beginning of this year it was announced that South African rapper Nasty C will produce his upcoming album called Zulu Man with Some Power in collaboration with Def Jam Recordings in America during the summer of 2020.
Other upcoming releases from Def Jam Africa include singles from Ricky Tayler, Boity, Nasty C, Tellaman featuring Alpha P, Vector, Cassper Nyovest and Tshego.