Universal Music Group has declared the launch of Def Jam Africa, the labels newest division which aims to discover and represent the finest Afrobeats, hip-hop and trap talent on the continent.
Def Jam Africa’s headquarters will reside in Lagos and Johannesburg, but will open it’s doors to a pool of potential talent in neighbouring countries.
The new division will follow the “blueprint” of the label and will support it’s roster by offering a devoted marketing, PR, A&R, creative and digital teams from the UMG divisions already working in Nigeria and South Africa. All teams will be overseen by Sipho Dlamini, the Managing Director of Universal Music Sub-Saharan Africa & South Africa.
In addition, the label has launched it’s flagship roster which already boasts some of the continents most prominent musicians:
South Africa’s Boity, Cassper Nyovest, Nadia Nakai, Nasty C, Tshego, Tellaman, Ricky Tyler, as well as Nigeria’s Larry Gaaga and Vector.
Speaking on the significance of the new division, Dlamini said:
It is an 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.