Rabat – Universal Music’s regional arm in Morocco and North Africa has launched the Def Jam Recordings label in North Africa, expanding one of hip-hop’s most iconic imprints into the region, with Casablanca chosen as its regional headquarters.
This comes as part of UMG’s efforts to strengthen its presence in the region of North Africa and the Middle East.
Def Jam Recordings’ Chairman & CEO, Tunji Balogun, expressed his joy over this new milestone, stating, “North Africa is home to an incredible wave of creativity and talent, and this launch creates a platform for those voices to be heard, celebrated, and amplified on a global stage. We’re excited to help share these stories with the world.”
UMG established its presence in North Africa in 2019 and has since signed many notable Moroccan artists including Najm.
Meanwhile, its Middle Eastern division, Universal Music MENA, has also signed giants like Fairouz, Nancy Ajram, and Kadim Al Sahir.
Established in 1984 under UMG, Def Jam is considered a pioneer in globalising and supporting the hiphop and Rap scene.
From signing Kanye West to Jay-Z, Def Jam’s expansion to North Africa comes at a perfect time.
Hip-Hop and Rap music have been blooming in the region in recent years. They have been at the top of many North African charts, and many Hip-Hop and Rap artists are headlining major festivals and concerts internationally.
The decision to choose Casablanca as Def Jam’s headquarters is significant. The city is known to be the cultural and artistic hub of the region and is home to prominent artists in the Hip-Hop scene.
