South African rapper Nasty C is making major moves this 2020.
Nasty C, the #1 most-streamed South African artist on Apple Music for four years in a row, has signed an exclusive contract with Def Jam Recordings through a joint venture with Universal Music Africa.
Nasty C makes his official U.S. debut with ‘There They Go,’ his brand new single that premiered on Thursday, March 26th on Apple Music Beats1.
‘There They Go,’ with producer Cxdy at the controls, is the first advance track from ‘Zulu Man With Some Power’, Nasty C’s forthcoming album.
“Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa,” said Jeff Harleston, interim Chairman & CEO, Def Jam Recordings. “Def Jam is a globally recognized brand synonymous with excellence in hip-hop, and we are excited to welcome Nasty C – an international star with real vision and talent – into the family.”
“It’s powerful to be a part of the Def Jam family,” said Nasty C. “It’s an iconic record label and has made the careers of many of the artists I look up to.”
The video for ‘There They Go’ was shot on location in Nasty C’s hometown of Durban, South Africa.
With over 120 million streams, Nasty C’s 2018 album ‘Strings And Bling’ was far and away the most streamed South African and African album on the Apple Music streaming platform in Sub-Saharan Africa. The album spawned three multi-platinum singles: ‘King,’ ‘Jungle,’ and the radio smash, ‘SMA,’as well as the platinum title track, ‘Strings And Bling.’ A further 14 songs off ‘Strings And Bling’ were certified gold.
The 23 year old whose real name is Nsikayesizwe David Junior Ngcobo has enjoyed great success in his career, he has been listed on the Forbes “Africa Under 30” list, and the prestigious Musician Of the Year accolade from GQ magazine. He boasts brand endorsement affiliations with top-shelf companies Puma, Red Bull, and Mercedes. He has also toured Africa, Asia, Europe, Australia, and North America.
Nasty C was the only South African nominated for a BET Hip- Hop Award in the Best International Flow category in 2019, and was also nominated for an MTV Europe Music Award that year. ‘ Strings and Bling’ won him two South African Music Awards and two AFRIMMAs (All African Muzik Magazine Awards).