Def Jam Recordings is in hot pursuit to acquire the best talent on the continent as it grows its Africa division and Boity was the first female on their list.
Def Jam is on the verge of taking over Africa
For Hip-Hop’s most successful legacy music label, the first order of business after Paul Rosenberg’s booting was to take over Africa.
The label has yet to outline plans for its future but early activity without a permanent CEO indicates that the expansion for talent scouting has moved beyond the borders of the United States (US).
Africa’s sound has become the blueprint for the next generation of urban music. Afrobeats is already a chart staple if executed correctly and now more than ever, our version of Hip-Hop is seeing some relevance abroad.
Jeffrey Harleston, Def Jam’s interim executive, can be credited for the label’s new direction. The entire continent rattled at the noise of Nasty C’s acquisition in late March.
The rapper’s talents and hard work have attributed a lot to the international attention he’s received but we were not privy to the Africa takeover project the label was set to embark on.
This has been confirmed by news that female rapstress, Boity Thulo, has become South Africa’s second musician to ink a deal with the Hip-Hop stable.
Boity Thulo is Def Jam’s latest Africa acquisition
The details surrounding the deal are still a bit sketchy and more will be revealed but the announcement was celebrated nonetheless. Boity, who has yet to release a body of work, has quickly worked her way up to the top of South Africa’s female rap crop.
Without going through the trials and tribulations every artist endures before the fame, the 30-year-old has amassed a cult following with just a couple of single releases and stellar guest appearances.
She certainly has the star power and her pen is sharp. This deal, more than anything, is a powerful machine that should propel Boity to a debut album we are all excited about.
This is what she had to say about the announcement.