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Universal Music Group Launches Def Jam Africa to Support African Hip-Hop Talent

Universal Music Group, the largest music company in the world, is taking a huge international step forward with their newly launched music label, Def Jam Africa. Yesterday, the music label giant announced Def Jam Africa as a new division based in Johannesburg, South Africa, and Lagos, Nigeria, that will focus on “hip-hop, Afrobeats and trap talent in Africa,” according to a press release. Arriving just a year-and-a-half after the launch of Def Jam South East Asia, the new pan-African label division will be “following the blueprint” of Def Jam Recordings. The music industry has paid more attention to African artists in recent years and has taken an aggressive approach to investing in the continent — both to market streaming services and sign talent. As they expand their offices across Africa, Universal Music Group is now looking to change how they shape their brand identities. “In the U.S., [Universal Music has]...

May 27, 2020