South African superstar rapper Nasty C (Nsikayesizwe David Junior Ngcobo) has signed an exclusive deal with Def Jam Recordings via a joint venture with Universal Music Africa.
Nasty C has been the No.1 most-streamed South African artist on Apple Music for four years in a row.
The signing follows last month’s news that Paul Rosenberg, Def Jam Recordings Chairman & CEO, has stepped down to launch Goliath Records, a new joint venture with Universal Music Group.
The artist makes his official US debut with There They Go, his new single premiering Thursday, March 26 at 4:30 p.m. (ET) with Ebro on Apple Music Beats1.
There They Go, produced by Cxdy is the first advance track from ZULU MAN WITH SOME POWER, Nasty C’s forthcoming album.
The video for There They Go was shot on location in Nasty C’s hometown of Durban, South Africa.
Director Andrew Sandler (who has worked with Lil Wayne, Chris Brown and others) has focused a new lens on the region, where Nasty C’s most recent (second) multi-platinum album Strings And Bling was No.1 for three consecutive weeks.
With over 120 million streams, Strings And Bling was the most streamed South African and African album on Apple Music in Sub-Saharan Africa.
The album spawned three multi-platinum singles: King, Jungle, and the radio smash, SMA, as well as the platinum title track, Strings And Bling.
A further 14 songs off Strings And Bling were certified gold.
“Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa.”
Jeff Harleston, Def Jam Recordings
“Nasty C is a unique and forward-thinking artist who is at the forefront of a new generation of rappers emerging from Africa,” said Jeff Harleston, interim Chairman & CEO, Def Jam Recordings.
“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.”
“It’s powerful to be a part of the Def Jam family.”
Nasty C said: “It’s powerful to be a part of the Def Jam family.
“It’s an iconic record label and has made the careers of many of the artists I look up to.”
Music Business Worldwide