Universal Music Group has announced the launch of Def Jam Africa, a new label division geared towards discovering and representing “the best hip-hop, Afrobeats and trap talent in Africa.” The new division “will follow the blueprint of the iconic Def Jam Recordings label,” continuing to bolster its long-standing history as one of the most significant players in the realm of hip-hop and R&B.
Def Jam Africa will initially be based in Lagos, Nigeria and Johannesburg, South Africa, but will focus its attention on artists across the continent. This will be supported by dedicated marketing, promotion, A&R, creative and digital teams from the UMG divisions currently operating in Nigeria and South Africa and will be under the guidance of Sipho Dlamini, Managing Director of Universal Music Sub-Saharan Africa & South Africa. The division is currently on the search for a standalone label head.
The label has also launched its flagship roster, which includes some of the most successful and influential talent from the continent. South Africa’s Boity, Cassper Nyovest, Nadia Nakai, Nasty C, Tshego, Tellaman, Ricky Tyler, as well as Nigeria’s Larry Gaaga and Vector are included.
