New label group dedicated to supporting the best in African hip-hop talent and culture across the continent

Label launch roster includes some of Africa’s most influential artists and MC’s including: Cassper Nyovest, Nasty C, Larry Gaaga, Boity, Nadia Nakai, Tellaman, Tshego, Ricky Tyler & Vector

SANTA MONICA / JOHANNESBURG / LAGOS, May 26, 2020– 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 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).

Jeff Harleston, interim Chairman & CEO, Def Jam Recordings said, “Def Jam is a globally recognized brand, synonymous with excellence in hip-hop, and we enthusiastically welcome the launch of Def Jam Africa as an opportunity for audiences worldwide to discover the incredibly talented hip-hop artists emerging from across the continent.”

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.”

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