Iconic Label Def Jam launches new division in India
In an exciting move for the Asian music industry, Universal Music Group (UMG) has announced the launch of Def Jam India. The new label division will be dedicated to representing the best Hip Hop and Rap talent from across South Asia. Following the 2019 launch of Nas’ Indie Mass Appeal label, this landmark development signals the growing importance of this region in the global music landscape. With its rich musical heritage and deep cultural influence, Def Jam is perfectly placed to expand the culture of Hip hop and make a big impact in India’s blossoming Hip Hop market.
Rap Music’s popularity in India has exploded in recent years, and the creation of Def Jam India will only help to cement and amplify Indian Hip Hop’s global presence. It’s been announced that two newly signed artists have been handed the baton to lead this campaign. Dino James and Fotty Seven are the first Def Jam India artists. Both are highly regarded and immensely popular rappers
With over 5 million subscribers on YouTube, more than 400 million video views to date, and over 100 million audio streams across all major streaming platforms, Dino James is one of India’s most successful Hip Hop artists. He has redefined the genre and the Indian Rap audience.
Along with several single releases in 2020, Fotty Seven rose to prominence with the releaseof the single ‘Bhot Tej’ Ft. Badshah (one of India’s most popular pop music artists), which has over 20 million views on YouTube.
Tunji Balogun, Chairman & CEO, Def Jam Recordings said, “We’re excited to welcome Def Jam India to the worldwide Def Jam family, following our recent launches in the U.K., Europe, Africa and Asia. Hip Hop reflects the pulse of global youth culture and chronicles new stories and voices in real time. Def Jam India will provide audiences worldwide the opportunity to discover and experience Indian hip-hop culture at its finest and introduce the next generation of cutting-edge artists emerging from the region.”