Nasty C is operating at the level of his rap idols and that’s putting it very lightly. A day after it was announced that he has joined the legendary Hip-Hop stable, Def Jam Records, the South African rapper has released his first single, There They Go.
Watch: Nasty C There They Go video
The song is basically a hard-knocking gesture to his haters. He points at them, taunting their commitment to a life of peasantry. The fake chains that smudge the neck, the insecurity and self-loathe on social media.
Basking in his glory of greatness, as a Zulu man with some power, Nasty C makes himself very clear on There They Go. He is on the same stage as his icons and he sees no ceiling.
The music video was shot in his hometown of Durban and was directed by Andrew Sandler (he has worked with the likes of Lil Wayne and Chris Brown).
The Def Jam deal: A bit more info on the venture
On There They Go, Nasty C asserts that he may sign deals but he owns his soul, a powerful statement to make as a new acquisition in one of the world’s most iconic Hip-Hop record labels.
The 23-year-old has effectively become the first South African rapper to sign a joint venture deal with an international stable as well recognised as Def Jam is.
The details of the deal have yet to surface but according to the label’s interim CEO Jeff Harleston, this is a joint venture agreement reached between them and an arm of the parent label Universal Music Africa (who signed Nasty C in _).
In simpler terms, Universal Music Africa has extended its relationship with the rapper to Def jam. In a standard 50/50 split deal, a good situation for Nasty C would see him take half of his masters, while Universal Music and Def Jam cut the remaining 50% in half.
The intricacies of such a deal will reveal themselves in due time. Harleston described the move as a gesture of confidence in the new generation of Africa’s talent.
“Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa. Def Jam is a globally recognized brand synonymous with excellence in hip-hop, and we are excited to welcome Nasty C — an international star with real vision and talent — into the family,” he said..
The single release is available on every digital streaming platform.
