Boity recently made headlines with her major achievement of getting signed to Def Jam Africa. The beauty joins a growing list of Mzansi rappers who are on the international label affiliate.
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The recently-launched Def Jam Africa label division promises to put Mzansi rappers on the world's map.
Boity getting signed to the label has put a major spotlight on it.
Def Jam Africa is a division of the Universal Music Group (UMG).
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It has dedicated itself to representing the best hip-hop, Afro beat and trap talent in Africa.
Def Jam Africa will follow the blueprint of the iconic Def Jam Recordings label, which has led and influenced the cutting-edge in hip-hop and urban culture for more than 35 years.
The label has offices in Johannesburg and Lagos, Nigeria, but will identify and sign artist talent from across the entire continent.
It will be supported by dedicated A&R, marketing, creative and digital teams from the UMG teams in both Nigeria and South Africa and will report to Sipho Dlamini, MD, Universal Music Sub-Saharan Africa & South Africa.
Sipho said he looks forward to discovering and shaping new African talent.
He said, “With Def Jam Africa, we want to build a label that will become the authentic and trusted home of hip-hop and urban culture in Africa. Def Jam Recordings has always historically pushed the boundaries of the genre and we are excited to create a new community of artists within the continent, shaped around the unique and multi-cultural sounds, rhythms and productions coming from our streets, in order to help elevate hip-hop, Afro beat and trap music from Africa, to reach new global audiences within the continent, across the diaspora and beyond.”
Some of the Mzansi rappers who are currently signed to Dej Jam include Nasty C, Cassper Nyovest, Tshego, Tellaman, Nadia Nakai, Boity, Tellaman and Ricky Tyler.
This week, Briefly.co.za reported that fans rushed to congratulate Boity for signing with the label.
The star said she looks forward to doing the most across the continent with Def Jam.
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