Def Jam Africa Launches In South Africa And Nigeria.

Universal Music Group today announced the launch of Def Jam Africa, a new label division within the continent.

According to the announcement, the new label is devoted to representing “the best hip-hop, Afrobeats and trap talent in Africa, and will follow the blueprint of the iconic Def Jam Recordings label,” one of the most significant hip-hop/R&B companies in history.

The label will initially be based in two of the continent's main music and entertainment hubs Joburg, South Africa and Lagos, Nigeria, but will identify and sign artist talent from across the entire continent.



The launch roster features a clutch of Nigerian and South African artists: Larry Gaaga, Boity, Cassper Nyovest, Nadia Nakai, Nasty C, Tshego, Tellaman, Ricky Tyler, and Vector.

Sipho Dlamini, the MD of Universal Music Sub-Saharan Africa & South Africa, said in a press release, “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-D.M.C., 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".