Nigerian artistes, Vector and Larry Gaaga got unveiled as newly signed acts to the African arm of US Label Def Jam Records.
Vector and Larry Gaaga joins other African acts, Cassper Nyovest, Tshego, Tellaman, Ricky Tyler, Nasty C, Nadia Nakai and Boity as the flagship artistes underneath Def Jam Africa’s roster.
The newly set up Def Jam Africa has its headquarters located in Lagos, Nigeria and Johannesburg, South Africa. Both offices will run the dealings of the label, discover music artistes across the continent. Affairs will be run in paternership with Universal Music Group Sub-Saharan Africa & South Africa. Def Jam Africa seeks to be formidable brand in the push of Hiphop and urban culture in Africa. Harnessing the ever present and finest of rap music from the continent.
MD, Universal Music Group Sub Saharan Afric & South Africa, Sipho Dlamini had these to say at the official launch;
“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 DMC, 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.”
Def Jam Africa seeks to be formidable brand in the push of Hiphop and urban culture in Africa. Harnessing the ever present and finest of rap music from the continent.
Interim Chairman & CEO, Def Jam Recordings, Jeff Harlestin:
“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.”
EVP, Market Development, Adam Granite:
“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.”