Def Jam is going international. A little more than a half a year after launching Def Jam South East Asia, Universal Music Group today announced Def Jam Africa, a new division based in Johannesburg, South Africa, and Lagos, Nigeria, that will focus on "hip-hop, Afrobeats and trap talent in Africa" and report to 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.
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