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Kenyan talent snubbed as Def Jam Africa launches in nigeria and S.Africa

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… 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.”

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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