Universal Music Group (UMG) has expanded the Def Jam brand into India and South Asia, with the launch of Def Jam India.
The new label division is dedicated to representing what UMG says is “the best hip-hop and rap talent from the region”.
Additionally, UMG says that Def Jam India will follow the blueprint of the iconic Def Jam Recordings label, which, it adds, “has led and influenced the cutting-edge in hip-hop and urban culture for more than 35 years”.
The launch of Def Jam India follows the creation of Def Jam South East Asia in September 2019, followed by the launch of Def Jam Vietnam in September 2020 to support Vietnamese hip-hop and rap talent.
Def Jam Vietnam became the sixth country from the region to join the global Def Jam family, alongside Malaysia, Singapore, Thailand, Philippines and Indonesia as part of Def Jam South East Asia.
Universal also launched Def Jam Africa in 2020 to identify and sign hip-hop, Afrobeats and trap talent from across the entire continent.
Def Jam Africa expanded within French-speaking Africa, including Côte d’Ivoire, Senegal and Cameroon, in July 2020.
In November 2020, Def Jam Recordings found its UK home in 0207 Def Jam, which launched in partnership with the legendary New York-based Def Jam label.
The first flagship artist signings to join Def Jam India are popular rappers Dino James and Fotty Seven.
Dino James is a rapper, singer, songwriter and composer hailing from Sarni in Madhya Pradesh, India.
James rose to fame with his debut single Loser, followed by a releases that UMG says “have continued to push the boundaries of contemporary hip-hop in India”.
Now, Dino James has more than 5.1 million subscribers on YouTube, more than 400 million video views achieved to date and over 100 million audio streams across all major streaming platforms.
Ankit Gudwani aka Fotty Seven initially began rapping in English, after which he transitioned to Hindi “to reach the masses”.
Apart from his solo alias, Fotty Seven is also a part of a trio by the name of Kaleshi Launde along with Badshah & Bali. Fotty Seven released his debut EP Asli Independent in 2020, alongside several single releases.
He emerged in the limelight with his release of the single Bhot Tej ft. Badshah (one of India’s biggest pop music singers), which shot to fame with over over 20 million views on Youtube.
The first releases on the label will be new singles from Dino James’ Lost and Fotty Seven’s Banjo releasing this month on Def Jam India
“The launch of Def Jam India could not come at a better time for music in India.”
Devraj Sanyal, Managing Director and CEO, Universal Music India & South Asia, said: “The launch of Def Jam India could not come at a better time for music in India.
“Our domestic hip-hop and rap artists are rapidly growing into some of the most exciting talents in the region, taking their rightful space alongside mainstream national & regional pop, and what better home for those artists than Def Jam, the pioneering global home of hip-hop.
“Def Jam India, will be infused and inspired by local street and rap culture, Indian sounds and unique multi-lingual flows, which will enable us to introduce new artists across the country and region, and beyond.”
“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.”
Tunji Balogun, Def Jam Recordings
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.”
“Indian hip-hop is one of the most exciting and rapidly growing movements in global music today.”
Adam Granite, EVP Market Development, Universal Music Group, added: “Indian hip-hop is one of the most exciting and rapidly growing movements in global music today.
“In recent years we have seen an increase in demand for Hip-Hop in India, and beyond. UMG has committed to supporting and investing in the next wave of talent from the region for several years and has led the transition towards original artist culture and non-film music.
“The launch of Def Jam India marks a pivotal point in that transition, as we look to bring Hip-Hop into the Indian mainstream and further expand the profile of Indian music around the world.”
“We are extremely excited to provide an opportunity to the Indian Hip-Hop talent to showcase their artistry to global audiences.”
Vinit Thakkar, Universal Music Group India & South Asia
Vinit Thakkar, COO Universal Music Group India & South Asia, said: “We are extremely excited to provide an opportunity to the Indian Hip-Hop talent to showcase their artistry to global audiences.
“Having led the non-film music revolution in India over the last few years, we will continue with our endeavor across all our labels to be the artist-first and artist-centric label in helping artists to take their music to newer audiences across the globe.”Music Business Worldwide
