"What Def Jam Africa allows us to do is create an aspirational label," says Universal Music Sub-Saharan Africa & South Africa managing director Sipho Dlamini.
Over the past few years, the major labels have invested more aggressively in Africa – both to market streaming services and, especially, to sign talent -- and Universal now has offices in South Africa, Nigeria, Kenya, the Ivory Coast, Cameroon, Senegal, and Morocco. Until recently, however, the company’s ventures there haven’t had as much freedom to shape their brand identities as their U.S. counterparts.
Taking Def Jam to Africa and other markets could give Universal additional leverage at a time when the major labels are competing more with indies to sign emerging hip-hop acts. "Def Jam is a globally recognized brand, synonymous with excellence in hip-hop," Def Jam Recordings interim chairman and CEO Jeff Harleston said in Universal’s announcement. Fittingly, the new division’s logo combines the image of a tonearm Def Jam uses on its vinyl releases with a map of Africa.
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