Universal Music Group’s global expansion of its Def Jam label continues, following previous launches in South-East Asia, sub-Saharan Africa, India, Sweden and China.
Where to next? Of all the markets, in all the towns, in all the world, it’s launched in Casablanca with Def Jam Recordings North Africa.
Its focus will be on the wider Maghreb region – the western part of North Africa that includes Algeria, Libya, Tunisia and Mauritania. Artists including Najm, SHR and Aujiss are already working with the label, as well as Moroccan producers Oldygothesound, Bayadis and Nouvo.
“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,” said Def Jam chairman and CEO Tunji Balogun.
The region is certainly on the radar for the western music industry. The wider Middle East and North Africa (MENA) region saw its recorded-music revenues grow by 15.2% to $168m last year according to the IFPI, although its largest markets are the UAE and Saudi Arabia.
