Universal Music Group (UMG) has on Tuesday announced that its hip hop record label, Def Jam launched an African division, Def Jam Africa in South Africa and Nigeria, representing Afrobeat and hip hop talents.
In a press release by UMG, Def Jam Africa will be situated in Joburg, South Africa and Lagos, Nigeria as they are the two main entertainment and music countries and 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 Africa division will work with with a roster of talents as well as competent marketing team, A&R, digital and creative teams. They are expected to report to the MD of UMG Sub-Saharan Africa &South Africa, Sipho Dlamini.
African artists and talents under the Def Jam roster include Nigeria's Vector and Larry Gaaga and South Africa's Cassper Nyovest, Nasty C, Boity, Tshego, Nadia Nakai, Ricky Tyler and Tellaman.
In a statement, Dlamini said, "Def Jam Recordings has always historically pushed the boundaries of the genre," "and we are excited to create a new community of artists within the continent, shaped around the unique and multi-cultural sounds, rhythms and productions coming from our streets, in order to help elevate hip-hop, afrobeat and trap music from Africa, to reach new global audiences within the continent, across the diaspora and beyond."